Search the World's Largest Database of Information Science & Technology Terms & Definitions
InfInfoScipedia LogoScipedia
A Free Service of IGI Global Publishing House
Below please find a list of definitions for the term that
you selected from multiple scholarly research resources.

What is Cause-Related Marketing (CRM)

Chapter 10
Cases on Immersive Virtual Reality Techniques
A sub-set of marketing activities that is related to a company’s social responsibility programs (CSR). CRM focuses on linking a company’s sale (usually a percentage of sale) with the amount to be donated to non-profit organizations to support their social causes.
Published in Chapter:
Augmented, Mixed, and Virtual Reality Applications in Cause-Related Marketing (CRM)
Kenneth C. C. Yang (The University of Texas at El Paso, USA) and Yowei Kang (National Taiwan Ocean University, Taiwan)
Copyright: © 2019 |Pages: 24
DOI: 10.4018/978-1-5225-5912-2.ch010
Abstract
This chapter deals with emerging augmented, mixed, and virtual reality platforms and their applications in cause-related marketing (CRM) campaigns. This chapter provides definitions and examples of augmented, mixed, and virtual realities and explains their importance CRM professionals. Compared with traditional marketing platforms, reality-creating technologies are characterized with their capabilities to interact with marketing contents through their geolocation specificity, mobility, and synchronization of virtuality and reality. These technological characteristics have made reality-creating technologies very promising for many cause-related marketing (CRM) campaigns. This chapter surveys current discussions in the existing literature and ends with three cause-related marketing (CRM) campaigns. The study concludes with an overview of emerging issues, future directions, and professional best practice recommendations.
Full Text Chapter Download: US $37.50 Add to Cart
More Results
Chapter 5
Anything Goes in Cause Related Marketing?: The Case of the ‘Solidarity' Traffic Radar
a CSR initiative that consists of an agreement between a company and a nonprofit organization to collaborate on a social cause, obtaining a mutual benefit. The company’s commitment is focused on contributing (monetary or in kind) to the cause in terms of sales (therefore the donation will depend on consumer behavior).
Published in Chapter: Anything Goes in Cause Related Marketing?: The Case of the ‘Solidarity' Traffic Radar; From: Conceptual and Theoretical Approaches to Corporate Social Responsibility, Entrepreneurial Orientation, and Financial Performance
Full Text Chapter Download: US $37.50 Add to Cart
Chapter 17
Retailer-Non-Profit Organization (NPO) Partnerships: Building Trust with Socially Conscious Consumers
Refers to the marketing-specific activities and initiatives that occur based on the cooperative efforts of business and non-profit organizations and is seen as a way for the retailer to establish long-term differentiation from competitors and to add value to their brand ( Lafferty, Goldsmith, & Hult, 2004 ).
Published in Chapter: Retailer-Non-Profit Organization (NPO) Partnerships: Building Trust with Socially Conscious Consumers; From: Handbook of Research on Retailer-Consumer Relationship Development
Full Text Chapter Download: US $37.50 Add to Cart
Chapter 1
Corporate Social Responsibility and Digital Tools: The Cause-Related Marketing Case
A CSR initiative that consists of an agreement between a company and a nonprofit organization to collaborate on a social cause, obtaining a mutual benefit. The company’s commitment is focused on contributing (monetary or in kind) to the cause in terms of sales (therefore the donation will depend on consumer behavior).
Published in Chapter: Corporate Social Responsibility and Digital Tools: The Cause-Related Marketing Case; From: Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy
Full Text Chapter Download: US $37.50 Add to Cart
eContent Pro Discount Banner
InfoSci OnDemandECP Editorial ServicesAGOSR