Marketing Related to Causes (MRC) is a trade agreement between a company and a civil society organization and / or cause that uses the power of its brands for mutual benefit. For companies, it is a form of corporate social investment that aligns marketing strategies to the needs of society, using corporate expertise to promote and mobilize society for a cause. Social institutions can enjoy it as a tool to attract resources and raise awareness of society. The consumer and society, in turn, have the opportunity to collaborate with a cause, through a facilitated mechanism, such as the purchase of a product.

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