Sociální marketing

Abstract

Cause Related Marketing or Social marketing is increasingly used as a marketing tool of big companies. It is considered to be a part of corporate social responsibility. The company uses this tool to support public benefit activities while it obtains a benefit for itself. Using of Cause Related Marketing has many benefits for the company. For example increase in sales, attracting new customers or improvement of image. Therefore, there are some doubts whether it is sufficient to fulfill the social responsibility just by using this tool. In this paper I will discuss studies that track consumer behavior in connection with Cause Related Marketing and that also track consumer opinions on corporate social responsibility and their activities in this area. I will also do my own research, where the goal of my work is to see if companies fulfill their corporate social responsibility by using Cause Related Marketing and if it is also perceived by customers and the general public.