Cause marketing – an approach towards corporate social responsibility in Bulgaria Petar Petrov a , Marina Kamenova-Timareva b a. PHD student, Department of Management, University of Economics – Varna, 77 Kniaz Boris I blvd, Varna, Bulgaria, E-mail: p.k.petrov@ue-varna.bg b. PHD student, Department of Management, University of National and World Economy – Sofia, Students Town, UNWE ,1700 Sofia, Bulgaria, E-mail: manikam23@abv.bg Abstract Introduction: Cause marketing is a widely used marketing approach that combines efforts of companies and non-profit organizations resulting in benefits for both parties. It can effectively target many social and environmental issues while delivering positive corporate image and enlarging market shares. Purpose: The purpose of this paper is to identify the characteristics of cause marketing as an approach towards corporate social responsibility in companies operating in Bulgaria. Design/methodology/approach: We use descriptive approach and content analysis. We categorize the cause marketing practices according to the discovered characteristics. Then we examine the types of collaboration between the surveyed companies and non-profit organizations. The next stage of the study includes identifying the marketing mix elements used in cause-related marketing campaigns.