Abstract
"1 liter bought, 10 liters extracted in Niger with UNICEF"; for four months we could see this inscription on the Volvic water bottles (to February 15th until June 15th 2007). Since few years we can see this type of shares progressively growing. In the aim to understand this phenomenon, I am to answer many questions, they are :
What does cause marketing means? Where does it come from?
What are the conditions for making cause marketing and how can we recognize it?
Is it a part of marketing or is it a trend marketing notion?
Cause marketing or cause - related marketing (CRM) really makes sense in USA and English countries. Indeed the company that is the first to have used this expression is American Express. It means a type of marketing that creates a link between an organization which makes profit and a non-profit one. The aim of this union is to make benefits to both.
