Cause related marketing

BOOK TIP In the book "Cause-related Marketing", Marcus Stumpf and Iris Teufl explain why it can be worthwhile for a company to work with a non-profit organization. According to getabstract, the book scores points for its good overview, but uses overly complicated language.Consumers, the media and employees are increasingly paying attention to whether companies are socially committed. This book shows how companies can use cause-related marketing - i.e. cooperation with a non-profit organization - to assume social responsibility and achieve economic success at the same time.Marcus Stumpf and Iris Teufl explain both opportunities and risks and also list the decisive success factors. Numerous examples and a scientific study underpin the advice. The only drawback in this very straightforward and practice-oriented guide is the sometimes unnecessarily complicated language. Nevertheless, the book provides a good overview of what you need to consider when running a cause-related marketing campaign.getAbstract recommends it to all managers who are considering using this method.getAbstract rating: 8Feasibility: 9Degree of innovation: 8Style: 6Publisher: Springer GablerPublication date: 2014Pages: 135ISBN: 9783834930415