Cause Related Marketing (CRM) is a commercial 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 type of corporate social investment that aligns marketing strategies with the needs of society, using business expertise to promote and mobilize society toward a cause. Social institutions can use it as a tool to raise funds and awareness in 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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