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Healthcare Glossary

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Cause-related marketing

The term describes a partnership between a company or brand, and a charity or 'cause' by which the 'cause' benefits financially from the sale of specific products. American Express first coined the phrase in 1983 when it supported the restoration of the Statue of Liberty .

See also:
Campaign

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Related terms

Direct response advertising (DRA), Mathematical analysis of perception and preference (MAPP), Customer loyalty, Detail aid, Market share, Product differentiation, Asset-led marketing, Click tracking, Ambient media, Business portfolio, Media mix, Strategic business unit (SBU), Logo, Virtual community, Disease awareness marketing,

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