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Cause Marketing: Build Your Image and Bottom Line Through Socially Responsible Partnerships, Programmes and Events (Hardcover)

by Joe Marconi (Author) "It is better to give than to receive" is an expression that has evolved from a biblical quotation into a highly sophisticated strategy of modern..." (more)

5.0 out of 5 stars See all reviews (1 customer review)

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Product details

Hardcover: 240 pages
Publisher: Kaplan Business (7 Aug 2002)
Language English
ISBN-10: 0793152585
ISBN-13: 978-0793152582
Product Dimensions: 23.1 x 16 x 2.1 cm

Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 610,772 in Books (See Bestsellers in Books)

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Product Description

Synopsis
How to build a powerful cause marketing program that wins customer loyalty and boosts profits? Socially responsible marketing can help a business enhance its brand, increase customer and employee loyalty, differentiate itself from the competition, and boost its profits. "Cause Marketing" explains how to choose the right opportunity and develop a program to support it. "Two thirds of American consumers report having a greater degree of trust in companies aligned with a social issue; sixty percent would buy first from a company that backs a cause they support; and eighty-six percent are more likely to buy a product associated with a cause or issue," claims marketing expert, Joe Marconi. In "Cause Marketing", he shares secrets and success stories of companies, individuals, and brands that have built or changed their public images significantly through association with a particular cause. His proven, step by step guidance is relevant for any size business, in any industry, with virtually any size budget.

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"It is better to give than to receive" is an expression that has evolved from a biblical quotation into a highly sophisticated strategy of modern life and business. Read the first page

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5.0 out of 5 stars Packed With Knowledge!, 14 Jun 2004

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER) (REAL NAME)

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.

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