International Association of Engineering and Management Education (IAEME)
Cause-related marketing is an emerging area within the marketing discipline, originating in the United States in the 1980s'. There has been a growing concern for cause related marketing over the last two decades. A growing number of firms are entering into commercial partnerships with nonprofit organizations to achieve specific business objectives. Cause-related marketing is one example of such a partnership. Cause-related marketing is a marketing strategy whereby the firm makes a contribution, financial or otherwise, to a nonprofit organization(s) contingent upon the customer engaging in a revenue-providing exchange that satisfies business and individual objectives.