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Integrated Marketing Association

Cause Marketing

By Rick Altman

Are Protesters like Presenters?

If so, they are failing I grew up near Stanford University in the 1960s and I remember my mother taking me on campus for protests and marches against our country’s involvement in the Vietnam War. She likes to tell the story of one late-October gathering in which the chant of “Peace now” gradually morphed into […]

By Shawn Elledge

Cause Marketing

When for-profit businesses and nonprofit organizations work together to encourage awareness for a cause and earn a mutually beneficial profit, they engage in cause marketing. For example, TOMS Shoes donates one pair of shoes to someone in need for every purchase in a one-to-one arrangement. For-profit brands can weave cause marketing into their missions, or […]

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