Marketing with a Cause:
Marketing con Causa: A marketing strategy that responds to the objectives of corporate social responsibility and is aimed at the responsible consumer
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Urrea Urrea, F., & Aranda Guerrero, V. del M. . (2022). Marketing with a Cause:: A marketing strategy that responds to the objectives of corporate social responsibility and is aimed at the responsible consumer. Lúmina, 23(1), E0018. https://doi.org/10.30554/lumina.v23.n1.4410.2022
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How to Cite
Urrea Urrea, F., & Aranda Guerrero, V. del M. . (2022). Marketing with a Cause:: A marketing strategy that responds to the objectives of corporate social responsibility and is aimed at the responsible consumer. Lúmina, 23(1), E0018. https://doi.org/10.30554/lumina.v23.n1.4410.2022
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Marketing with a cause is described in the literature as one of the marketing programs that allows the fulfillment of the objectives of Corporate Social Responsibility - CSR. Unlike other programs, such as Social Marketing - MS, Marketing with a Cause - MCC is focused on taking advantage of the interests of consumers for social causes and the establishment of promotional plans by companies that generate social benefits. This article explores different conceptual developments generated through the bibliographic review as a research methodology. This process included the selection of bibliographic materials and the establishment of parallels between key concepts to later favor the discussion that focuses on the social reach of cause marketing and the balance that can be built between business interests and their clients as responsible consumers, analyzing its evolution towards a more social approach that forces the transformation of the vision of marketing in organizations.
KEYWORDS: Social Marketing, Marketing with a Cause, Corporate Social Responsibility and Responsible Consumer.
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