a commercial company working (and seen to be working) with a NFP organisation (charity, school etc.) on a mutual business beneficial basis. Unlike Philanthropy, money spent on cause marketing is a business expense, not a donation, and is expected to show a return on investment (see philanthropy) e.g. Tesco giving coupons on sales to be used for school computors.
CAUSE RELATED MARKETING
Meaning of CAUSE RELATED MARKETING in English
Raynet Business and Marketing English glossary. Английский глоссарий компании Raynet Business and Marketing . 2012