SUSTAINABLE MARKETING [CSR VS. CRM] SPM 4304 Y OUNG D O K IM T HE F LORIDA S TATE U NIVERSITY CSR vs. CRM There are [ 2 different types of branded philanthropic activities] in the contemporary marketing and management literature. One is [Corporate social responsibility (CSR)] and the other one is [Cause related marketing (CRM) ]. What is CSR? Definition of CSR [CSR Corporate social responsibility is not marking mix strageties ] refers to a genuine voluntary and philanthropic obligation for corporations to return benefits back to the society for improving the quality of life of the local community and society at large (Kim, Lee, Lee, & Kim, 2010). The true form of CSR [] for benefitting from consumers (Smith & Westerbeek, 2007). CSR EXAMPLES What is CRM? Definition of CRM [Customer Relationship management] refers to the marketing initiatives that are characterized by an offer from the company to contribute a specified amount to a designated cause (Varadarajan & Menon, 1988, p. 60). Corporations make donation, which is a percentage of the sales generated by the consumers to the cause (Giardina, 2010). The true form of cause-related marketing is basically marketing activities (Hoeffler & Keller, 2002) CRM EXAMPLES CSR vs. CRM Why is this citizenship performance important? Today, many companies have realized that performing a socially responsible activity to reinforce corporations: 1.[Brand Image] 2. [Awareness] 3. [] 4. [] [Brammer, Millington, & Rayton, 2007] DISCUSSION Is CSR really pure citizenship performance? DISCUSSION Why do people become too proactivists? CLOSING DO YOU AGREE WITH THIS STATEMENT BELOW? Ineluctable exposure of CSR and CRM activities trivializes the tragic (Giardina, p. 133, 2010) and at the same time, social activism is simply replaced by the promotion of corporation capitalism (Giardina). THINK ABOUT THIS? Does one wear a (RED) Gap T-shirt mean more philanthropic than one donate money to a post office mail box anonymously? VS.