The marketing concept of companies is constantly evolving and has given rise to a new conceptCause Marketing. This shift from customer to cause-related marketing has provided companies with a new tool to compete in the market. This article discusses the evolutionary paradigm of cause marketing and uses the examples of Aravind Eye Care and Grameen Bank to explain the concept.

The concept of cause marketing has been popular in the US ever since the early 1980s as a marketing strategy. It is now an accepted strategy all over the globe, though in India it is not being practised under the same name. Concept marketing has reached high evolutionary levels in India. A case in example for this is Aravind Eye Care, India. Commendable levels of cause marketing can also be seen in Grameen Bank, Bangladesh.

Jerry Welsh, a Sr. Vice President of American Express, is the architect of "Cause Marketing or Cause-related Marketing". An excellent example of cause-related marketing is depicted in the 1980s' project to renovate the Statue of Liberty in New York City. American Express pledged to donate one cent towards the restoration of the statue for each use of its card and a dollar for each issue of new card. This is a case of cause marketing, which yielded amazing results - American Express donated $1.7 mn towards the restoration; also, there was a 28% increase in card usage by American Express cardholders along with a 45% growth of new cardholders. Jerry Welsh has also initiated cause marketing in China.

Marketing Mastermind Magazine, Cause Marketing, Innovative Strategies, CRM Program, Marketing Strategies, Cause Orientation, Innovative Systems, Federal Governments, Rehabilitation Programs, Corporate Hospitals, Organizational Goals, Societal Marketing, Promotional Strategies.