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