English version

• polskie
podział tematyczny
 
• anglojęzyczne
podział tematyczny
 
Newsletter:

• Zamów informacje o nowościach z wybranego tematu
 
Informacje:

• o księgarni

• koszty wysyłki

• kontakt

• Cookies na stronie

Cause Related Marketing Who Cares Wins

Sue Adkins Director, Cause Related Marketing/Business in the Community.

• 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.

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

In brief

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.
  
• Cause Related Marketing 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.
  
• Vignettes and in depth case studies 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.

Contents

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

Readership: Marketing Managers and Directors, Brand and Product Managers, Corporate Communications/Affairs Executives, PR and Communications professionals. Corporate and Charity Fundraisers.

328 pages