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This book is one of the few texts devoted to the subject of cause related marketing which has generated interest world-wide. The material is based on research work which provides strong implications to initiate and implement cause related marketing. In today’s competitive environment Cause related marketing is considered as the major paradigm shift in marketing activities especially in FMCG sector. Companies are focusing on cause related marketing now-a-days, and it has emerged as an important tool in corporate social responsibility. Companies are very pro active now a days and they are trying to give a social value to all their business efforts by using corporate social responsibility as an investment tool with an aim of long term survival where study of cause related marketing as a CSR tool will serve as an instrument to bridge a gap between economic objectives and social objectives. This book will be useful to academicians, practitioners, researchers, Organizations and students from a variety of disciplines considering that the effect of cause related marketing on consumer buying behavior is discussed in-depth in the book. We, gratefully acknowledge the valuable assistance by many persons and experts. We apologize for any error or oversight, which, of course remains our responsibility. We would like to convey a special thanks to our family members who stood by us in this marathon work. Dr. Suraj M. Shah Dr. Mahendra S. Sharma