Cover image for Cause marketing : build your image and bottom line through socially responsible partnerships, programs, and events
Title:
Cause marketing : build your image and bottom line through socially responsible partnerships, programs, and events
Author:
Marconi, Joe.
Personal Author:
Publication Information:
Chicago : Dearborn Trade Pub., [2002]

©2002
Physical Description:
xiii, 223 pages : illustrations ; 24 cm
Language:
English
Subject Term:
Electronic Access:
Table of contents http://www.loc.gov/catdir/toc/fy032/2002004699.html
ISBN:
9780793152582
Format :
Book

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Summary

Summary

Cause-related marketing programmes not only enhance a company's image but also increase employee satisfaction. Ninety percent of employees in companies with such programmes report feeling proud of their company. Cause Marketing will show businesses, regardless of size, how to work with a socially responsible organisation, cause, or event to increase brand equity and consumer and employee loyalty, to differentiate their brands from competition, and to boost profits. Cause Marketing draws important distinctions between a business embracing a cause and the broader issues relating to social responsibility. The book also presents: - Guidelines for, and examples of, individuals and companies aligning themselves with causes that advance their business interests and promote public welfare. - Damage control scenarios and how to respond when a cause with which a company is associated is the subject of scandal or negative publicity. - When and how local, national, or international causes work to the subject's advantage. By focusing on an umbrella-marketing plan, Marconi outlines what a commitment to socially responsible business and marketing mean in terms of a company's image, reputation, ma


Author Notes

Writer, lecturer, seminar leader, and marketing communications consultant Joe Marconi has more than two decades of award-winning advertising, public relations, and marketing programs to his credit


Reviews 1

Choice Review

Combining business with social responsibility can capture the attention and loyalty of today's consumer, as Marconi demonstrates in this book on cause marketing. While marketing a company's image, product, or service in conjunction with an underlying cause has been in practice since the discovery of sponsorship marketing and its relation to a positive return on investment, social cause strategy is quickly becoming a marketing industry trend. Marconi offers a brief but complete approach to understanding this practical and applicable business initiative. His work is an easy-to-read guide for the average businessperson interested in developing and implementing a cause marketing program to promote social responsibility. Aside from explaining cause strategies, effects, risks, and benefits in simple terms, it also offers a constructive chapter dedicated to the aftermath of the tragic events of September 11, which confounded even the top marketing industry professionals. Liberal use of examples and case situations creates a functional understanding of the cause approach. Marconi, a marketing communications professional and author (e.g., The Branding Marketing Book, CH, May'00, Crisis Marketing, CH, Jul'98, and Image Marketing, CH, Apr'97), shares his knowledge and practical experience in this volume. ^BSumming Up: Recommended. General readers; students, lower-division undergraduate and up; and professionals. D. J. Rochester Walsh College of Accountancy and Business Administration


Table of Contents

Prefacep. xi
Acknowledgmentsp. xiii
1. Understanding Cause Marketingp. 1
2. When the Cause Fits the Companyp. 27
3. The Company, the Cause, the Community, and the Worldp. 49
4. Damage Control: Responding to Crises Relating to Your Causep. 81
5. September 11, 2001p. 109
6. The Cause Marketing Casebookp. 133
Philip Morris
ConAgra Foods
Eddie Bauer
Liz Claiborne
Taco Bell
Target Stores
Timberland Company
General Mills
UPS, Ford Motor Company
Grabber Performance Group
Compaq
Mattel
Wal-Mart
snapshots of other cause marketing cases
7. A Crash Course in Cause Marketingp. 203
Bibliographyp. 213
Indexp. 215