Cause Related Marketing
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Product Description
Review
"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
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
Product 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.
'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.
Inside This Book
(Learn More)
First Sentence
What do TESCO PLC, Cadbury Schweppes plc, Barclays Plc, BT, Centrica plc, DIAGEO, Lever Brothers Ltd and others all have in common? Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index
What do TESCO PLC, Cadbury Schweppes plc, Barclays Plc, BT, Centrica plc, DIAGEO, Lever Brothers Ltd and others all have in common? Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews
Most Helpful Customer Reviews
Format:Paperback
Sue Adkins' writing style is easy to read, with lots of tangible examples, case studies and great useful tips. I found this book to be invaluable from a marketing perspective - especially if you are trying to convince corporates that there is value in channeling marketing spend towards your CSI efforts.
Format:Paperback
If you do not know anything about CRM, if you think you know a little... or even if you think you know quite a lot (because you are currently involved in CRM)well, in ALL the three cases... this book can help you a lot. Sue Adkins has written a great book: clear, full of exemples, convincing... And best of all: CRM appears in a full range of contexts (corporate social responsability, corporate reputation, community investment, marketing). In doing so, Adkins shows CRM is not a "fashion", another "trend" or "promotional tactic": CRM is deeply conected to a renovated way to see our companies and non for profit organizations. This book is great for those of us who are already convinced of the possiblities of CRM (we feel "understood", we find in it good reasons and ways to "convince" others). And, of course, it is also a must for a lot of top executives who do not understand (yet) that CRM is not a "nice" thing to do (among many others...) but a full strategic tool.
Format:Paperback
Sue Adkins presents a clear review of cause related marketing from a variety of angles. The book not only covers the strategic advantages of CRM, but also gives an excellent range of case studies evidencing the theoretical points covered. It is both informative and interesting.
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Most Recent Customer Reviews
A thorough and expert review by the leader in the field
This book is surprisingly readable considering the depth with which this important subject has been covered. The endorsements by some of our top businessmen speak for themselves. Read more
Published on 17 Dec 1999 by aphil97297@aol.com
An excellent reference book on a vital subject.
This book achieves a superb balance between theory and user friendly case studies. Adkins is clearly an expert in the field and her enthusiasm for the cause is infectious even... Read more
Published on 3 Oct 1999
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