Paper Summary:

This paper defines cause related marketing. The author compares three books ranging from the theoretical to the practical. The paper relates the implications for integrated communications in advertising and public relations managers.

From the Paper:

"Companies no longer are content with sponsoring charitable donations or creating publicity campaigns for charities at little or no cost. Instead, increasing numbers of companies are aligning themselves with organizations in long-term partnerships that benefit both the charity as well as the profit-making business. This research considers three recent books that concern themselves with this type of marketing called Cause Related Marketing and considers the implications of these books on the field. The three books exist along a spectrum from the highly theoretical ..."

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