2 of 2 people found the following review helpful
5.0 out of 5 stars
BRAND SPIRIT, 21 Jun. 2002
Cause related marketing is at last given an objective exposition in this really worthwhile book. The authors clearly map out ways forward through this sensitive area, showing many convincing examples of how cause related branding opens new doors to the consumer whilst accomplishing genuine mutuality.
An important addition to brand and marketing thinking which is well worth the price.