Cause-related marketing (CRM) in India- A Playbook

This Playbook is suited for a diverse audience including marketing professionals, corporate social responsibility (CSR) teams, strategic planning teams, and other stakeholders engaged in selecting causes that businesses can support in India through cause related marketing (CRM). CRM is the practice of linking organizational support for a cause to a monetary (e.g. donation of money) or non monetary (i.e. donation of time) consumer action. It can serve as the interface between organizations taking initiatives to be responsible and savvy consumers demanding organizations to be more responsible.

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