How do businesses navigate potential controversies or backlash in cause marketing campaigns?

Contemporary Marketing
18th Edition
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Louis E. Boone, David L. Kurtz
Chapter3: The Marketing Environment, Ethics, And Social Responsibility
Section3.8: Ethical Issues In Marketing
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How do businesses navigate potential controversies or backlash in cause marketing campaigns?
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