UID:
almafu_9958132749602883
Format:
1 online resource (319 p.)
ISBN:
1-136-42244-7
,
1-281-00597-5
,
9786611005979
,
0-08-049062-X
Content:
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 Mark
Note:
Description based upon print version of record.
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Front Cover; Cause Related Marketing; Copyright Page; Contents; Foreword by Sir Dominic Cadbury; Foreword by Tim Mason; Endorsements; About Business in the Community; A definition of Cause Related Marketing; Acknowledgements; Part One: Cause Related Marketing in Context; 1. Introduction; 2. Cause Related Marketing defined; 3. How Cause Related Marketing has developed; 4. Cause Related Marketing in the context of corporate social responsibility; 5. Cause Related Marketing in the context of corporate reputation; 6. Cause Related Marketing in the context of corporate community investment
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7. Cause Related Marketing in the context of marketing8. Impact on society; Part Two: Who Cares, Why Care?; 9. Introduction; 10. Why the chief executive should care; 11. Why marketing should care; 12. Why community affairs should care; 13. Why human resources should care; 14. Partners not patrons; why charities and causes should care; Part Three: Application of Cause Related Marketing; 15. Cause Related Marketing models; 16. Case studies; Case study I: TESCO Computers for Schools; Case study II: Cadbury Ltd and Save the Children; Case study III: Norwich Union and St. John Ambulance First Aid
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Case study IV: Centrica plc's Cause Related Marketing strategyCase study V: BT's Cause Related Marketing strategy; Case study VI: Adams Childrenswear and Save the Children; Case study VII: Nambarrie Tea Company Ltd and Action Cancer's Breast Cancer Awareness Month Campaign; Case study VIII: Persil Go Red for Comic Relief; Case study IX: New Covent Garden Soup Company, the National Trust and Crisis; 17. International Case Studies; Case study I: Sears Roebuck's Cause Related Marketing strategy; Case study II: Kellogg's Kids Help Line; Case study III: Visa USA and Read Me a Story
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Case study IV: Target Stores' Cause Related Marketing strategyCase study V: Avon's Crusade Against Breast Cancer; Case study VI: The Tanqueray AIDS Rides; 18. Lessons to learn; Sunbeam Corporation and the American Medical Association (AMA); McNeil Consumer Products Company and the Arthritis Foundation; Part Four: Towards Excellence - The Principles and the Processes; 19. A case study scenario; 20. The key principles and processes; 21. Planning and preparation; 22. Negotiating the partnership; 23. The formal agreement; 24. Managing the programme; 25. Communication
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26. Monitoring, measurement and evaluationPart Five: The Way Forward; 27. The future of Cause Related Marketing; Index
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English
Additional Edition:
ISBN 1-138-13642-5
Additional Edition:
ISBN 0-7506-4481-8
Language:
English
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