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Cause-Related Marketing For Breast Cancer:Investigating Tools For Partnerships, Katherine Hunter
Cause-Related Marketing For Breast Cancer:Investigating Tools For Partnerships, Katherine Hunter
All Theses
The thesis outlines cause-related marketing (CRM) campaigns and examines the effectiveness and implications for the organizations involved. CRM campaigns are when corporate entities partner with philanthropies in order to advance the 'cause' for which the philanthropic organization supports. SWOT methodology is used to analyze three cases: a short term success, a long term success, and a 'failure.' From these three cases, best practices and learning points are observed which can be used to develop successful campaigns. Ethical implications such as Yoplait's tactics in the 'Save Lids to Save Lives' campaign are discussed to better understand CRM's repercussions. The conclusion addresses …
The Role Of Exigencies In Marketing: A Rhetorical Analysis Of Three Online Social Networks, Greg Martin
The Role Of Exigencies In Marketing: A Rhetorical Analysis Of Three Online Social Networks, Greg Martin
All Theses
Over the last few years, the use of online social networks has increased exponentially, and some of these 'virtual communities' are among the most visited sites on the Internet. With this boom in popularity has also come a rise in the need for marketing within these spaces, and very little academic literature exists on how to best utilize this new and budding arena for advertising ventures. Traditional business approaches to marketing are no longer adequate because of the radicalization of new media found within online social networks. This thesis, therefore, provides a new metric of success for social network marketing, …