Project Management

Cause Marketing: Altruism Or Greed?

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Executive Summary

Companies that join with social causes to sell products not only enhance their image, but also improve their bottom line, say researchers at the Ross School of Business. Cause marketing, in which firms donate part of the proceeds from sales of certain products to a specified cause, is now a strategy adopted by hundreds of firms to increase sales for a wide variety of products, from coffee to cars. But it is often associated with price increases, as well.

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