Description
Adkins (director of Cause Related Marketing, Business in the Community) discusses how a business can use marketing money, techniques, and strategies to support worthwhile causes while at the same time promoting its reputation, demonstrating its values, and enlisting consumer loyalty and purchase of its own products and services. Twenty-seven chapters cover cause related marketing in context; why chief executives, marketing divisions, community affairs, human resources, and charities and causes should care; applications; and principles and processes. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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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.
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