Cause-related marketing should be developed mainly as a response to a crisis or to generate publicity.

Question

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Cause-related marketing should be developed as a long-term strategy to create a positive impact on society while generating brand recognition and loyalty. It should not simply be a short-term solution to a crisis or a way to garner publicity. Building authentic relationships with consumers and supporting social causes should be an ongoing commitment for companies, rather than a one-time marketing tactic.

Cause-Related Marketing Should Be Developed Mainly as a Response to a Crisis