Book Description
Today, corporations are expected to give something back to their communities in the form of charitable projects. In Corporate Social Responsibility, Philip Kotler, one of the world's foremost voices on business and marketing, and coauthor Nancy Lee explain why charity is both good P.R. and good for business. They show business leaders how to choose social causes, design charity initiatives, gain employee support, and evaluate their efforts. They also provide all the best practices and cutting-edge ideas that leaders need to maximize their contributions to social causes and do the most good. With personal stories from twenty-five business leaders from socially responsible companies, this is the bible for today's good corporate citizen.
Download Description
Today, corporations are expected to give something back to their communities in the form of charitable projects. In Corporate Social Responsibility, Philip Kotler, one of the world¿s foremost voices on business and marketing, and coauthor Nancy Lee explain why charity is both good P.R. and good for business. They show business leaders how to choose social causes, design charity initiatives, gain employee support, and evaluate their efforts. They also provide all the best practices and cutting-edge ideas that leaders need to maximize their contributions to social causes and do the most good. With personal stories from twenty-five business leaders from socially responsible companies, this is the bible for today¿s good corporate citizen.
Customer Reviews:
Excellent and Enlightening.......2007-07-21
This is an enlightening book on corporate social responsibility by knowledgeable authors. As a manager you bring with you your own concept of what is right and what is wrong to your organisation. Every decision that you make is the application of these values to the question at hand. This is made more difficult by the pressures of organisational life. These are the pressures of rapid changes, the pressure for greater productivity, competition and superiors, among others. Sometimes managers make decisions which conflict with their own or society's values because of what they see as the pressures of the business world. Dealing with ethical and moral issues is often perplexing. This excellent book provides guidance on how we should we think through an ethical issue, the questions we should ask and the factors that we should consider and how we can ensure that corporate social responsibility issues receive the attention they deserve.
The ways that the authors suggest to enhance corporate social responsibility are practical and simple to implement and should enable companies to benefit from a favourable corporate image which should translate to benefits to the bottom line.
This is a well written book that is easy to follow and understand that is well recommended.
At last: a reference work for corporate philanthropy.......2006-04-05
The days of corporate irresponsibility are past. The public now expects companies to behave according to a higher social standard. And guess what - operating a business built on socially responsible principles pays off. Decision makers at companies large and small are learning that when they build their businesses according to the dictates of social conscience, they reap rewards such as increased profits, an improved corporate image and happier employees. And, they sleep better at night. Author and marketing expert Philip Kotler and social marketing consultant Nancy Lee describe six ways you can develop and implement a corporate social program. They clearly explain and analyze each initiative in its own chapter, including illustrative examples of successful campaigns from leading companies such as Ben & Jerry's, The Body Shop and American Express. Their methods do overlap and they are, at times, redundant. Yet the points are important enough to bear repeating. We think every professional whose company is engaged in corporate social marketing - or needs to be - will find a treasure trove of applicable information in this book.
An invaluable resource on Corporate Social Responsibility.......2005-04-01
Phil Kotler and Nancy Lee have created an invaluable guidebook for companies, nonprofits and their advisors to enhance corporate reputations while improving society. Besides demonstrating how corporate social responsiblity has boosted the bottom line and added value for investors on all sides of the cause world, the authors provide detailed "how to" models for every type of business and nonprofit. This book has quickly become the "must read" bible for CSR and those involved with marketing in the nonprofit sector.
Book Description
Katya Andresen, a veteran marketer and nonprofit professional, demystifies winning marketing campaigns by reducing them to ten essential rules and provides entertaining examples and simple steps for applying the rules ethically and effectively to good causes of all kinds. The Robin Hood rules steal from the winning formulas for selling socks, cigarettes, and even mattresses, with good advice for appealing to your audiences’ values, not your own; developing a strong, competitive stance; and injecting into every message four key elements that compel people to take notice. Andresen, who is also a former journalist, also reveals the best route to courting her former colleagues in the media and getting your message into their reporting.
Katya Andresen is vice president of marketing at Network for Good, the Internet’s leading charitable giving site. She developed the Robin Hood rules in working with dozens of local, national, and international causes in the United States, Eastern Europe, and Africa. Andresen traces her passion for helping good causes to the enormous need she witnessed overseas in her previous work as a foreign correspondent. Visit her blog to learn more...
http://www.nonprofitmarketingblog.com/
Customer Reviews:
Serious marketing wisdom in plain language.......2007-07-24
The author has done a great job in distilling the marketing principles of the for-profit sector and applying them to the non-profit world. This is not a light over easy marketing for dummies book but is written by someone with real expertise and experience. That said, it is a not complex read and provides clear principles, compelling examples and great side-interviews with other non-profit marketers.
It is focused more often than not on social cause-related marketing which not all non-profits are involved to the depth described in this book. However the principles and practices described are applicable to all non-profit environments. An excellent read and a valuable resource.
A "must have" for every non-profit marketer.......2007-07-23
The practical advice in this book, told so elegantly and supported with fascinating case studies and interviews, makes it a "must have" for every non-profit marketer. It's one of those books you highlight, turn down pages to come back to, and put front and center on your bookshelf. One of the takeaways that has helped me see a new way to connect with our non-profit's audiences: "the goal is to show targets new ways to get what they already want or value." In other words, make it easy to see how our cause connects with what they already value, not necessarily educate them all about our mission.
Robs Rich Wisdom from For-Profits to Help Your Nonprofit .......2007-05-31
Katya Andresen has done the nonprofit sector a favor and put nonprofit and Social marketing concepts into plain English everyone can understand. Two quick helps from Andresen: 1. Move your organization beyond the big picture of your mission and focus on getting people to take specific action. 2. Stop talking to yourself in your marketing, align your communication with your audience's values and you will see greater response. This book lays out the "Robin Hood rules" for using big money marketing principles and turning them into affordable practical wisdom.
Robin Hood Marketing.......2006-08-19
There are hundreds of useful marketing books out there, but few authors have cut through the clutter to give practical strategic advise to non-profits in as effective way as Katya Andresen. Her experiences have led her to come up with simple to follow principles, that are backed up by excellent examples by a variety of experts in the field. Much of it is "common sense" put down on paper. The easy to read format and "real world" examples combine to keep you reading.
If you are looking for for a book that provides practical information for many types of organizations, especially ones that have little experience in marketing or public relations, this is it. The book would also be helpful for more established organizations to review to help them with strategic planning and cut through the clutter of outmoded thinking.
Wow!.......2006-08-14
This is an excellent resource for individuals working in the field of public service. Andresen does a remarkable job of teaching organizations how to find their "sweet spot" and how to convey complex messages in simple terms that compel audiences to take action. Her writing style is fun and engaging. I used this book for a graduate project at NYU and will be sure to refer to it regularly when I jumpstart my career. I highly recommend this essential tool. Thanks again!
Book Description
This book captures the exciting potential for business and nonprofits to partner for mutual benefit and discovery. Cause marketing aligns nonprofits and businesses to combine the power of their individual brands with a company's marketing might to achieve social and shareholder value while communicating their values. Cause Marketing for Nonprofits changes the way nonprofits view and execute cause marketing programs. It provides a wealth of hands-on, practical experience that can benefit any nonprofit organization interested in this innovative and growing form of generating revenue, building profile and achieving mission. No nonprofit can afford to ignore the contents of this important new book, the first designed specifically for the sector.
Book Description
"Richard Earle has written an invaluable book about how to use the medium for the benefit of the people instead of just selling Doritoes. I applaud him for making this contribution and reminding us of how even the advertising industry can have a conscience should it choose to realize the good it can do with its immense power." - Michael Moore, author of Stupid White Men … and Other Sorry Excuses for the State of Nation! and film producer of Roger & Me
This book examines how to effectively strategize and develop a public-service advertising campaign that seeks to change strongly ingrained behavior or firmly held beliefs. The Art of Cause Marketing presents several case studies and 75 storyboards from actual cause advertising and print ads. Examples of cause marketing include memorable ads such as "This is your brain on drugs" and "A mind is a terrible thing to waste."
Customer Reviews:
May it serve to inspire..........2001-04-13
What a pleasure to have a whole book devoted to the most noble kind of advertising. With refreshing sincerity, Richard Earle takes us through all the facets of building a public service campaign and offers valuable advise about everything from approaching the media to judging creative.
I really appreciated Richard Earle's insistence that the strategy behind the creative message be carefully thought through and tested. He presents some eye-opening reasons why this discipline is even more important in the realm of cause-related campaigns. While most of the case studies are about large-scale campaigns, there is plenty here for people working on a smaller scale.
Of particular interest to me, were Earle's thoughts about the need to reform political advertising. After a few brave comments, he says, "but that's the subject of another book". I'll be watching for it.
This is an AD-ucational book!.......2001-04-06
As a marketing professor, this is the first time I've come across a truly enlightening book on social cause marketing. I read it non-stop, page after page, devouring Mr. Earle's tons of wisdom. It gave much practical insights and I appreciate it coming from someone with lots of experience and daring to speak his mind out. The book covered a comprehensive range of topics including research. media, and the various forms of advertising. I found "Planning the Campaign" particularly instructive.
Social cause marketers must read this book. I see so many ads go to waste because of creative licence that has nothing to do with the audience's interests. How shameful! Especially so for social cause advertising that can potentially do more harm than good. It is high time that social cause marketers learn how to be more effective in their campaigns and ad agencies more responsible in their proposals.
As a researcher, I can't help but think through the various psychological theories that can be applied to explain the effectiveness and non-effectiveness of some of the campaigns. Some I can theorize why, and some I can't. It goes to show, this is really more an art than a science, and Mr Earle has helped us master the art.
Highly Recommended! A well-written and valuable resource........2000-08-09
Mr. Earle has produced a well-written and comprehensive book that carefully and clearly explains how to develop successful public service campaigns.
As a public information official for the City of New York, I was often frustrated by the lack of information available on this subject. While I was able to glean some information from several books or internet sources, there was no definitive resource guide that offered solid counsel on how to effectively create and disseminate important messages to the public.
Mr. Earle's invaluable book is the guide I have been looking for. I was particularly enlightened by his insistence on the proper research and testing of ads, and his insightful critiques of numerous campaigns really illuminated the reasons why some ads worked well while others were either ineffective or counter-productive. These are but two examples of the many lessons I learned by reading this book, lessons that have already influenced the way I approach and execute my work.
In addition to being very informative, this book is also very inspiring. It really imparts that notion that cause marketing is a noble and important profession, one that can truly help change the world. In a way this book changed my life, because it really lit a fire under me to pursue new opportunities in this field. I'm sure that people who have the same passion for this kind of work will be similarly inspired!
Reading this book also led to an interesting experience: Not only did Mr. Earle share his wealth of knowledge and expertise with me through his book, but he was gracious enough to share it with me in person!
Several days after buying the book I contacted Mr. Earle and expressed my appreciation for his book. Not three weeks later I had the pleasure of meeting him and his colleague Barbara Fagan during his visit to New York City. Mr. Earle and Ms. Fagan gave me excellent career advice and some valuable observations regarding a public service campaign I created a couple of years ago. It was a most enjoyable and inspiring meeting!
I am also a fan of Mr. Earle's excellent website which offers additional information on cause marketing, including "picks" of the latest new cause marketing campaigns, availability and notification of seminars and lectures by Mr. Earle and his staff, latest news about social marketing activities, and links to interesting Cause sites.
Check it out!
AN "EARLE WELL" OF CAUSE ADVERTISING (AND BADVERTISING).......2000-06-10
Some non-fiction books are written by skillful scriveners with only a passing, or recently acquired, knowledge of the sibject matter; others by unquestionable experts whose literary skills have all the sparkle of a rural telephone directory.
Seldom does one encounter an author who has been there, done that, and is able to convey the "how-to" of his topic with both clarity and a touch of pizazz.
Such a book/writer combination is "The Art Of Cause Marketing" by Richard Earle, which may endure as a bible of non-commercial advertising, beginning with the genesis of core objectives through every aspect of the production, delivery and feedback processes.
It has the thoroughness of a scholarly text, but is rich in anecdotes, case histories and quotations from a veritable "Who's Who" of advertising heavyweights.
Much of its readability stems, no doubt, from Earle's early roots in television and theatre, prior to an impressive career as a copywriter, creative director and consultant in big-time marketing.
Among the millions of words he probably assembled and/or massaged, perhaps the most memorable would be one of the phrases of which he is least proud. His "enquiring minds want to know" rocketed a tabloid magazine to the top of its tawdry heap.
He is more likely to point with pride to his writing and supervision of the "Trust Tylenol" ads, which spearheaded that product's recovery and return to market domination after two nearly disastrous tampering incidents.
The candor and courage exhibited by his client, Johnson & Johnson, in that crisis reflected Earle's obviously strong belief that honesty, simplicity and straight talk have a far greater impact than shallowness, however cleverly it may be presented.
Before retiring to full-time involvement in cause marketing, Earle garnered two gold "Effies"," and over 50 other industry awards, including the coveted "Gold Lion" at Cannes, so he knows whereof he writes.
The 322 pages of this book are replete with examples of actual cause marketing campaigns, both those that succeeded and some that missed their marks. In the latter category, he shows a refreshing willingness to reveal many of his own bad calls.
Of current vintage are his detailed accounts of such ongoing campaigns as the anti-smoking drives in Massachusetts, which he serves as a principal consultant, and which have contributed to a dramatic reduction in cigarette usage throughout the Bay State and beyond.
Also seasoning the book are references to and direct quotations of scores of stars in the advertising firmament, most of them stemming from a direct relationship with the author.
Besides being a "must read" for the in crowd of both advertising and cauise marketing, Earle's volume contains a wealth of useful information for anyone involved in dealing with the public.
This reviewer, for one (an escapee from sales management), gained an entirely new perspective on both marketing and causes, seeing some things for the very first time and others for the first time without the filtering effect of smoke and mirrors.
Other readers, particularly those involved in the flawed campaigns cited, might find it rough going at times, since Richard Earle pulls no punches regarding the agonies of defeat as well as the thrills of victory.
It might well have been titled "How To Influence People Without Necessarily Winning Friends."
Book Description
To attract attention to your cause, you could: -Paint your building Day-Glo orange -Blare hip hop music from the rooftop -Have staff members sport Mohawk haircuts But if you're a bit less bombastic, and searching for innovative (and more palatable) ways to attract ongoing attention, you'll fare much better with Joseph Barbato's book, Attracting the Attention Your Cause Deserves. First, let's make clear what this book is NOT. It is not a guide for writing press releases. It is not a manual for creating a speaker's bureau. It is not a treatise offering PR palaver. All of those hairs have been split … many times over. Attracting the Attention Your Cause Deserves is something far more useful - and invigorating - to those wanting to advance the good work of their organization. Think of it as a "Trade Secrets Revealed" book, one allowing you to accomplish three key objectives for your cause: 1) Greater visibility 2) A broader constituency 3) More money raised And who better to write it than Joseph Barbato, a widely respected pro who's worked both sides of the aisle. For 20 years he toiled in the public information departments of various nonprofits. Now he heads an award-winning firm that works with some of America's top nonprofits. After reading Attracting the Attention Your Cause Deserves, here are just a few of the skills you'll become more proficient at: -Sharpening your organization's niche -Identifying the range of people who benefit from your work … thereby targeting your audiences with greater precision - Cultivating the right media people, locally, regionally, and nationally if appropriate - Organizing your website most efficiently for the press - Making a persuasive pitch, in writing and over the phone - Becoming the "go to" person for reporters and others, and - Learning how to package your expertise to gain even greater exposure With more than a million nonprofit organizations in existence, there's a lot of noise out there. Shouting won't get you noticed - everyone's doing that. And everyone's tuning it out. What will attract attention is following Joseph Barbato's field-tested advice. Take his insider wisdom to heart. It spills over every single page of this book. Then, even if you whisper, rest assured you'll still be heard.
Customer Reviews:
Smart Ideas, Clearly Presented.......2005-11-26
Barbato manages to make a big goal--getting media attention and funding for your organization--seem more doable by breaking it down into simple bits. He tells you what, specifically, you need need to do to make media people and funders seek you out and listen to what you say. I was full of ideas after I finished this book and, even better, I couldn't wait to get out there and try some of them. This book is everything the title promises, and a fun read to boot. Definitely worth checking out.
Book Description
The cause marketing process partners a charitable organization with a business organization and results in benefits for the three key stakeholders: charity, business, and customer. The charity get income it would not normally receive. The business is partnered with a charity and is viewed in a positive light while serving more customers. The customer's cause or charity receives funds that it would not ordinarily get. Cause for Concern describes how this process works.
Book Description
Two-thirds of Americans report having greater trust in companies aligned with a social issue.
Cause-related marketing programs not only enhance a company’s image but also increase employee satisfaction. Ninety percent of employees in companies with such programs report feeling proud of their company. Cause Marketing will show all businesses, regardless of size, how to work with a socially responsible organization, cause, or event to increase brand equity and consumer and employee loyalty, to differentiate their brands from competition, and to boost profits.
Author Joe Marconi has created the most comprehensive book on this timely subject. Explaining how to implement a cause marketing program, he joins with the organization Business for Social Responsibility (BSR) and discusses never-before-published case studies, such as Mattel, Eddie Bauer, General Mills, and Starbucks. BSR is a global resource for companies seeking to sustain their commercial success in ways that demonstrate respect for ethical values, people, communities, and the environment.
Customer Reviews:
Packed With Knowledge!.......2004-06-15
Your company's a success, thank you, and now you want to give something back. What should you do? Write a check? Start a foundation? Joe Marconi explains that cause marketing is all this and more. In cause marketing, you identify how your company can best make a contribution while leveraging its good deeds to improve business. This makes sense: people like to buy from companies that care. But it's not as easy as it sounds. How do you choose the right partner (or do you want a partner at all) and design a program? What are the potential pitfalls? Marconi's book is a primer, complete with ample real-world examples, on the principles of cause marketing, with insight on the challenge of taking credit without appearing phony or selfish. Although it is more rhetorical than practical, we recommend this book to senior executives who want to learn about the benefits - and drawbacks - of cause marketing.
The ROI of Social Responsibility.......2002-09-07
Marconi has made a valuable contribution to the on-going dialogue about marketing by explaining how to "build image and bottom line through socially responsible partnerships, programs, and events." Presumably he agrees with John Hill that PR is "truth well-told." The most effective marketing programs, those which create or increase demand, include PR initiatives. As we all know, there are negative connotations of PR because it is not always truthful even if well-told. Marconi notes that "there has been a dramatic increase in the allocation of funds from marketing budgets that provide some benefit to nonprofit organizations. The expenditure of these funds to serve the interests of both the company and the community has come to be known as [in italics] cause marketing." The one-year anniversary of 9/11 caused major corporations and their agencies to question whether or not to advertise on that tragic date. Their concern was that any advertising, however thoughtful and sensitive, could be perceived as self-serving. That is a legitimate concern. In Chapter 5, Marconi cites six examples of "self-serving and opportunistic" initiatives during a national period of sadness following 9/11. Here's one: "Morrell & Company announced in a full-page ad that it would hold a `Grapes of Grief and Gratitude' benefit wine auction for families of the New York firefighters, police, and emergency response professionals." This is cause marketing at its worst.
Marconi also includes many examples of cause marketing at its best. That is to say, marketing which establishes contact with those who buy and use their products and services or support their issues and will feel better for doing so. "Cause marketing seeks to take the process even further when the marketer for a company (1) identifies a cause that the company can embrace and believe in, and (2) makes a connection with the constituent group that shares the company's dedication to that cause." What we have here, then, is a cohesive and comprehensive explanation of how to plan and then implement "cause marketing" at its best. Eminently worthwhile organizations receive at least some of the support they urgently need; those who provide that support, who demonstrate corporate social responsibility with active community involvement, generally "do well by doing good."
But here's a key point: Unless such support and involvement are -- and are perceived to be -- both appropriate and authentic (i.e. sincere), they invariably do irreparable damage to an organization's credibility. Marconi explains this point while examining a number of case studies of both effective and counter-productive cause marketing. All things considered, people generally prefer to do business with those with whom they share the same values and, better yet, with whom they share the same loyalties. It is obvious to his reader that Marconi cares deeply about corporate social responsibility and active community involvement. It would be a mistake, however, to assume that they should be primarily assumed by major corporations. Where I live, independent merchants generously support fundraising activities by local schools, athletic teams, and churches of all denominations. Their contributions are both monetary and non-monetary, donated because they want to be "good citizens," joining with others in the support of worthwhile causes. Of course, some of this "good will" results in additional business but that is not the merchants' motive.
In the final chapter of this book, Marconi reviews the rules, reasons, and rewards of cause marketing. They provide wise and practical guidance to any organization or individual either involved in "cause marketing" now or considering it. Once having read the book, I again reflected on the groundswell of responses to the tragedies which occurred on 9/11/01. Marconi suggests (and I agree) that principled cause marketing doesn't wait for "the next dark day" to fulfill itself. Rather, it should be an on-going process which responds to or creates opportunities to "make a difference," indeed to make a significant difference and for the better. Its ROI cannot easily be measured in terms of sales and profits. Those involved in cause marketing worthy of the name appreciate how important it is and know that its value to society is incalculable.
Amazon.com
Cause Related Marketing, or CRM, is an increasingly popular corporate practice that seeks to tie a company or brand to a charitable effort. Think promotions promising a percentage of sales to specific nonprofits, or advertising touting particular philanthropic programs in addition to products or services, and you get the idea. At its best, CRM aids charities (raising awareness as well as cash), businesses (associating them with authentic social benefits), and consumers (providing ways to acquire products or services while simultaneously making charitable contributions). At its worst, the process rings hollow and may actually serve to hurt the companies involved. Hamish Pringle, former vice chairman of marketing for Saatchi & Saatchi, and Marjorie Thompson, current director of the company's Cause Connection, believe any firm that's sincere can use CRM.
In Brand Spirit, they explain the way a number of such campaigns--including the American Express Charge Against Hunger, Avon's Breast Cancer Awareness Crusade, and Reebok's Human Rights Now! Tour--were developed to assist relevant programs as well as enhance corporate image. Pringle and Thompson show through these and other detailed case studies how mutually beneficial programs are devised and deployed, and what they can achieve. "Commercial enterprises will continue to see real benefits in helping ensure a harmonious balance between the stronger and weaker in society," they write, "and in structuring themselves to deliver the optimum blend of self-interested altruism to their communities." Their subsequent proposal is a solid blueprint for companies of all types and sizes that wish to demonstrate actively a genuine commitment to the concept of corporate social responsibility. --Howard Rothman.
Book Description
The only guide to understanding and making the most of one of the hottest trends in branding today
Nothing builds brand loyalty among today's increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company. Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum over the past decade, thanks, in no small part, to such recent, notable examples as McDonald's commitment to saving the rain forests and BMW's breast cancer fund-raising initiatives. Now, in the first book to explore the business benefits of CRM and its positive and negative impacts on business strategy, two experts explain the concept and fundamental principles of CRM and its place within the contemporary discourse on branding. And, with the help of numerous, fascinating, and instructive case studies, they demonstrate how marketers can harness the power of CRM to position and enhance customer loyalty to a brand, product, or service.
Customer Reviews:
Good Stuff!.......2006-03-25
In the age of huge, impersonal corporations, it's great to see that businesses can actually thrive by giving something back to the communities they serve. I can't think of a better way to build a brand, and loyalty for that brand, than through Cause Related Marketing.
This is must reading for anyone who runs a business!
Doing Well by Doing Good.......2001-04-02
This book is an eye-opener! Pringle and Thompson have given us a how-to manual on the art and science of cause related marketing. Solidly researched and documented, engagingly written, and replete with case studies from both sides of the Atlantic, Brand Spirit makes a convincing case for the efficacy and the ethics of doing well by doing good. No serious marketing practitioner can afford to remain uninformed about the cogent argument the book advances.
Koil Rowland, founder and retired CEO
Koil Rowland & Associates Jefferson City, Missouri, USA
Compelling and convincing........2001-03-03
If you aren't moved to get cause-related marketing into your organisation you have ice flowing through your veins. Pringle and Thomson do an convincing job of showing the benefits and fun of having a brand with spirit. With all the lip service being paid to corporate values, Brand Spirit shows companies how to live them. Well done.
Win-Win.......1999-09-22
I find this book very easy to read and absorb. The ideas are practical and may very well deserve more attention. Along the lines of the theory of the Invisible hand, I think the world/society in general will be a better place if companies start thinking and implementing Cause Related Marketing. Also, as the authors relate both American and Uk case studies, it makes the book even more insightful on the subject of marketing in the international arena. Definately a good introductory reading on the subject matter.
Average customer rating:
- This is Great!
- A must for entrepreneurs!
- cause related marketing
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Cause Related Marketing
Sue Adkins
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Book 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.
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.
Customer Reviews:
This is Great!.......2006-03-25
As the owner of a small business, I am always interested in new marketing ideas and strategies. Cause Related Marketing has resulted in a win-win-win outcome for our clients, the community and us.
Thanks for this excellent book, Sue!
A must for entrepreneurs!.......2001-01-20
This book is not only a great guide for nonprofit executives, but also for entrepreneurs and other small business owners who want to enhance their image by providing a service to the community. Community service is a part of doing business - and this book sets the guidelines for forming mutually beneficial relationships between businesses, large and small, and nonprofits. It is a very practical and welcome addition to the marketing literature.
cause related marketing.......2000-08-06
The marketing of causes is now days growing issue. Mostly it has direct relation to under develop and develop countries. Even it is rightly said its main aim is to bring awarness and change in Behaviour in Individual inturn in the society. In other way with the help of this we can succeed in our objective that is change in Behaviour is Bottom line aim of any marketer of causes.
Book Description
Too often a marketing communications campaign begins with the words, "We need a new logo." Jim Armstrong suggests that such campaigns should really begin with unearthing, capturing, and communicating the "cause" of a business-the "why" it exists versus simply what it does.
The 10-question process included in this book helps businesses find their authentic, truthful voice which can then be translated into a strong marketing communications concept that is carried throughout the company's communications with customers, employees, and shareholders.
Four detailed case studies include examples of the advertisements, annual report covers, banner ads, and other marketing materials that were generated from the Mission-in-a-Message process that he advocates.
Books:
- Corruptions of Empire: Life Studies and the Reagan Era (Haymarket Series)
- Cowboy Capitalism: European Myths about the American Reality
- Crafting and Executing Strategy : The Quest for Competitive Advantage - Concepts and Cases (Strategic Management: Concepts and Cases)
- Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide
- e-Learning and the Science of Instruction: Proven Guidelines for Consumers and Designers of Multimedia Learning
- Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book S.)
- Effective Phrases for Performance Appraisals: A Guide to Successful Evaluations
- Encouraging the Heart: A Leader's Guide to Rewarding and Recognizing Others (J-B Leadership Challenge: Kouzes/Posner)
- Evaluating Practice: Guidelines for the Accountable Professional (5th Edition)
- Fine Art Publicity, 2nd Edition: The Complete Guide for Artists, Galleries, and Museums (Business and Legal Forms)
Books Index
Books Home
Recommended Books
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- A Practical Guide to Information Systems Process Improvement
- Forever a Hustler's Wife: A Novel
- Ciao!
- Research in Accounting Regulation, Volume 13
- The Rumsfeld Way: The Leadership Wisdom of a Battle-Hardened Maverick
- Witness to Myself
Harvard Business Review on Corporate Responsibility (Harvard Business Review Paperback Series)
The Market for Virtue: The Potential And Limits of Corporate Social Responsibility
Strategic Corporate Social Responsibility: Stakeholders in a Global Environment
Cause for Success: 10 Companies That Put Profit Second and Came in First
Corporation Be Good! The Story of Corporate Social Responsibility
