The Infona portal uses cookies, i.e. strings of text saved by a browser on the user's device. The portal can access those files and use them to remember the user's data, such as their chosen settings (screen view, interface language, etc.), or their login data. By using the Infona portal the user accepts automatic saving and using this information for portal operation purposes. More information on the subject can be found in the Privacy Policy and Terms of Service. By closing this window the user confirms that they have read the information on cookie usage, and they accept the privacy policy and the way cookies are used by the portal. You can change the cookie settings in your browser.
The study analyzes the use of cause-related marketing as a tool for promotion of social causes for luxurious cosmetics, a sector that traditionally believed to be unrelated to any social and environmental causes. This paper focuses on a case study - Acqua for Life Challenge- by Giorgio Armani cosmetics in Italy – an initiative of CRM in the luxury market. The aim of the paper is to analyze how companies...