Cause Related Marketing: Who Cares Wins

ISBN-13: 9780750644815 / Angielski / Miękka / 1999 / 328 str.

Sue Adkins

Opis

A study of cause-related marketing. It positions CRM in the context of corporate social responsibility, corporate community investment and marketing; uses CRM guidelines to look at key principles, processes and issues; and includes case studies and insights from business leaders.

Recenzje

"Sue Adkins... has defined Cause Related Marketing in the UK. She has built the business case for Cause Related Marketing for the benefit of both business and the wider community and has in fact been the leading campaigner in establishing Cause Related Marketing as a legitimate part of the marketing mix. I recommend this book to you and urge you to consider how the potential of Cause Related Marketing can be released for the benefit of your organization and the wider community"
Sir Dominic Cadbury, Chairman Cadbury Schweppes.

"Sue Adkins is a great expert in Cause Related Marketing and I commend her book to you....She has done more to define, identify, campaign and expose the business benefits of Cause Related Marketing for businesses and causes in the UK, than anyone else."
Tim Mason - Director, Tesco PLC

...'my advice would be that if you make only two resolutions this new year, be sure that they are to read Who Cares Wins and to post a complimentary copy to every marketing director on your corporate database.'
Professional Fundraising

Spis treści

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

O autorze

Sue Adkins