Ursa Martin, a Book Publisher, Has Decided to Work with Hope

Multiple Choice

Ursa Martin, a book publisher, has decided to work with Hope in Children, a charity foundation that helps feed and educate children in poor countries. Ursa Martin has decided that a percentage of revenue from every book it sells will go to the charity. The books are marketed by conveying this message to customers. Which of the following marketing techniques describes Ursa Martin's association with Hope in Children?

A) joint venture marketing
B) cause-related marketing
C) niche marketing
D) green marketing
E) test marketing