Marketing con causa: análisis de la situación en España

Abstract

This research work is focused on the study of cause-related marketing. In recent years the society has witnessed a considerable increase in cause-related marketing campaigns. These programs are carried out by partnerships between business and nonprofit organizations with the cooperation of consumers, which aims to contribute to a social cause donating a part of products sales.

The purpose of this paper is to analyze the current situation and trends in cause-related marketing campaigns in recent years in Spain.

The results show the importance of this strategy in Spain. In fact, numerous examples in recent years are presented and cause-related marketing is spread practically all sectors.