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| CAUSE RELATED MARKETING
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By
Sue Adkins, Director, Cause Related Marketing/Business in the Community.
Description
Cause Related Marketing's time has come. Consumers are demanding greater accountability and responsibility from corporations. In an environment
where price and quality are increasingly equal; where reputation and standing for something beyond the functional benefits of a product
or service is all, brands are constantly competing for customer loyalty and consumer attention. 'Cause Related Marketing' is one of the
most exciting areas in marketing today which benefits both business and society.
'Cause Related Marketing':
* positions Cause Related
Marketing in the context of marketing, corporate social responsibility and corporate community investment.
* explores who cares and why,
providing research analysis into corporate and consumer attitudes both in the UK and internationally.
* uses The Business in the Community
Cause Related Marketing Guidelines, written by Sue Adkins and introduced by HRH The Prince of Wales, providing an in depth exploration
of the key principles and processes that go towards creating excellence in Cause Related Marketing.
* includes vignettes and in depth
case studies to provide illustrations of Cause Related Marketing through a spectrum of examples both national and international.
Sue
Adkins, Director of the Business in the Community's Cause Related Marketing Campaign is acknowledged as an international expert. She
is recognised as having put Cause Related Marketing on the map in the UK and leading the drive to establish Cause Related Marketing as
an increasingly legitimate part of the marketing mix in the UK.
Audience
Marketing Managers and Directors, Brand and Product Managers, Corporate Communications/Affairs Executives, PR and Communications professionals. Corporate and Charity Fundraisers.
Contents
Part one - Cause related marketing in context; Introduction; Cause related marketing defined; How cause related marketing has developed;
Cause related marketing in the context of corporate social responsibility; Cause related marketing in the context of corporate reputation;
Cause related marketing in the context of corporate community investment; Cause related marketing in the context of marketing; Impact
on society; Part two - Who cares, why care?; Introduction; Why the chief executive should care; Why marketing should care; Why community
affairs should care; Why human resources should care; Partners not patrons; why charities and causes should care; Part three - Application
of cause related marketing; Cause related marketing models; Case studies; International case studies; Lessons to learn; Part four - Towards
Excellence - the principles and the process; A case study scenario; The key principles and processes; Planning and preparation; Negotiating
the partnership; The formal agreement; Managing the programme; Communication; Monitoring, measurement and evaluation; Part five - The
way forward; The future of cause related marketing
| Bibliographic details |
Paperback, 307 pages, publication date: SEP-1999
ISBN-13: 978-0-7506-4481-5
ISBN-10: 0-7506-4481-8
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 42.95
USD 50.95
GBP 29.99
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Last update: 4 Sep 2009
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