What do you think of this? Do you think it's good to integrate charity with corporate interest?
Question:
In the past two decades, an increasingly competitive domestic marketplace has seen US corporations focus on retaining, rather than creating, consumer loyalty for established brands. The emergence and enormous popularity of cause-related marketing exemplifies this concern, and perhaps no other cause has been taken up so widely, or with so much success, as breast cancer
Over the past 10 years, upbeat and optimistic breast cancer campaigns have become a central and integral part of the marketing strategy of numerous large and high-profile corporations. American Airlines, Avon, Bally's Total Fitness, BMW, Bristol Myers Squibb, Charles Swab, Chili's, Estée Lauder, Ford Motor Company, General Electric, General Motors, Hallmark, J. C. Penney, Kelloggs, Lee Jeans, the National Football League, Pier One, Saks Fifth Avenue, Titleist and Yoplait, among others, have turned to breast cancer philanthropy as a new and profitable strategy through which to market their products.
Moreover, the nonprofit and advocacy groups with which they have most frequently aligned themselves—the National Alliance of Breast Cancer Organizations and the Susan G. Komen Breast Cancer Foundation—are two of the largest, most high- profile arms of the breast cancer movement in the United States."
Management
ISBN: 9780730329534
6th Asia Pacific Edition
Authors: Schermerhorn, John, Davidson, Paul, Factor, Aharon, Woods, Peter, Simon, Alan, McBarron, Ellen