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Cause-Related Marketing. To exercise their social responsibility and build more positive images, many companies are now linking themselves to worthwhile causes. These days, every product seems to be tied to some cause. Buy a pink mixer from KitchenAid, a division of the appliance maker Whirlpool, and support breast cancer research. Purchase Ethos water from Starbucks and help bring clean water to children around the world. For every Staples Easy Button you buy, the U.S. office supplies retailer will donate about $5 to Boys and Girls

Clubs of America. A Buy a pair of TOMS shoes and the company will give another pair to a child in need on your behalf. Pay for these purchases with the right charge card and you can support a local cultural arts group or help fight heart disease.

Cause-related marketing has become a primary form of corporate giving. It lets companies "do well by doing good" by linking purchases of the company's products or services with fund-raising for worthwhile causes or charitable organizations. Companies now sponsor dozens of cause-related marketing campaigns each year. Many are backed by large budgets and a full complement of marketing activities. For example, consider P&G's "Pantene Beautiful Lengths" campaign, which last year received Cause Marketing Forum's Golden Halo Award for the best cause-related health campaign.43

The Pantene Beautiful Lengths campaign has involved a broad-based marketing effort, including a campaign Web site, public service TV and prints ads, and promotional items

Crushing Your Goals and Achieving Success

Crushing Your Goals and Achieving Success

Meeting Realistic Goals Can Be Easy if You Have the Right Understanding of the Process. The Reason So Many People Fail at Meeting Their Goals is Because They Have a Confused Understanding of Realistic Goal Setting and Self-Motivation Methodology.

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