Cause-related marketing

Cause-related marketing is marketing that links a firm's contributions to a designated cause to customers' engaging directly or indirectly in revenue-producing transactions with the firm.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Cause-related marketing. Marketing that links a firm's contributions to a designated cause to customers' engaging directly or indirectly in revenue-producing transactions with the firm.

According to the Marketing Communications by Fill (5th edition),

Cause-related marketing. The cooperation between private sector companies and charities, whereby each party enjoys the various benefits arising through cooperation with the other sector.