Synopsis When a profitable and a non-profitable organization come together for a cause and to market a product or image, they indulge in Cause Related Marketing (CRM). Now, companies can use philanthropy to get a competitive edge over their rivals and win their customers’ respect, loyalty and goodwill. This book explains the need for CRM with relation to sales promotion, corporate reputation management, corporate philanthropy and customer loyalty. It will be very useful for fund-raisers, brand managers, marketing professionals and non-profitable agencies.