Arai Noriko, Professor
Faculty of Economics, Department of Management
Purpose-driven marketing is a strategy to promote its internal and external communications efforts around a social cause that related with its brand values. Purpose-driven marketing is significantly different from traditional marketing methods in terms of problem formulation, players, and strategy planning. My research aims to organize the methods of purpose-driven marketing to show its concepts in an easy-to-understand manner. For this purpose, my initiative to make the concept understood by more people was by supervising the concept into a comic-style story.
In the future, I would like to explain many case studies in order to create strategy patterns of purpose-driven marketing. I will also compile actual cases and present a collection of cases.