The Marketing Strategy of Cause Affiliated and Consumer Purchase Persistence between the Industries

By the 1980s many of the companies across the world had realized a new ConceptCause Related Marketing (CRM) as a marketing strategy. Cause Related Marketing is defined as “a strategic positioning and marketing tool that links a company or a brand to a relevant social cause or issue, for mutual benefit”. CRM became the vehicle by which companies indirectly propagandized their brands and it has provided companies with a new tool to compete in the market. The Principle goal of a Cause Related Marketing program has been to impact a company's bottom line through increased Sales. Some of its potential benefits include: Attracting and Retaining Customers, Market Differentiation, and outreach to Niche Markets. Cause related marketing campaigns can increase the sales of the company by increasing trial purchase, repeat purchase and / or promoting multiple unit purchase.