This paper explores how a small sample of companies are using cause-related marketing and the World Wide Web to support their relationship marketing strategies. The use of corporate social responsibility appeals, whether espousal of or support for socially salient causes, in the design and execution of marketing communication campaigns is developed. The integration of the Internet and company-sponsored websites into cause-related campaigns is discussed. Principles which may govern the use of causes in Web-based campaigns are introduced and the Web efforts of five well-known companies are reviewed. Twelve recommendations are made regarding the effective use of the Web in cause-related marketing efforts.
The provision of free asthma controller medications resulted in greatly improved asthma management and reduced costs. There was no evidence that an asthma education component per se produced any of the changes.
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