Umfang:
Online-Ressource (xx, 307 p)
,
ill
,
24 cm
Ausgabe:
Online-Ausg. Amsterdam Elsevier Science & Technology 2009 Electronic reproduction; Mode of access: World Wide Web
ISBN:
9781136422447
,
9781281005977
,
0750644818
,
008049062X
,
9780750644815
,
9780080490625
Inhalt:
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. The first book on Cause Related Marketing that puts it into the context of marketing, management of corporate reputation, corporate social responsibility, corporate community investment and philanthropy. Backed by the credibility, PR and affinity marketing possibilities created by the 'Business in the Community' branding Backed by credible professional bodies in the marketing sector
Inhalt:
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. The first book on Cause Related Marketing that puts it into the context of marketing, management of corporate reputation, corporate social responsibility, corporate community investment and philanthropy. Backed by the credibility, PR and affinity marketing possibilities created by the 'Business in the Community' branding Backed by credible professional bodies in the marketing sector
Anmerkung:
Includes bibliographical references and index
,
Cause related marketing in context; Who cares, why care?; Application of cause related marketing; Towards excellencethe principles and the processes; The way forward.
,
Electronic reproduction; Mode of access: World Wide Web
Weitere Ausg.:
Erscheint auch als Druck-Ausgabe Cause related marketing
Sprache:
Englisch
URL:
Volltext
(An electronic book accessible through the World Wide Web; click for information)
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