Cause marketing : build your image and bottom line through socially responsible partnerships, programs, and events /
Marconi, Joe,
Cause marketing : build your image and bottom line through socially responsible partnerships, programs, and events / Joe Marconi. - xiii, 223 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Understanding Cause Marketing -- When the Cause Fits the Company -- The Company, the Cause, the Community, and the World -- Damage Control: Responding to Crises Relating to Your Cause -- September 11, 2001 -- The Cause Marketing Casebook -- 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 -- A Crash Course in Cause Marketing.
Marketing consultant Marconi continues his survey of various approaches to the profession by describing a method of generating awareness, distinction, affinity, and a potentially lasting relationship with members of specific target customers who have shown a willingness to identify, and a potentially lasting relationship with members of specific target customers who have shown a willingness to identify themselves with particular, often emotionally charged subjects.
0793152585 9780793152582
2002004699
Social marketing.
HF5414 / .M37 2002
658.8
Cause marketing : build your image and bottom line through socially responsible partnerships, programs, and events / Joe Marconi. - xiii, 223 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Understanding Cause Marketing -- When the Cause Fits the Company -- The Company, the Cause, the Community, and the World -- Damage Control: Responding to Crises Relating to Your Cause -- September 11, 2001 -- The Cause Marketing Casebook -- 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 -- A Crash Course in Cause Marketing.
Marketing consultant Marconi continues his survey of various approaches to the profession by describing a method of generating awareness, distinction, affinity, and a potentially lasting relationship with members of specific target customers who have shown a willingness to identify, and a potentially lasting relationship with members of specific target customers who have shown a willingness to identify themselves with particular, often emotionally charged subjects.
0793152585 9780793152582
2002004699
Social marketing.
HF5414 / .M37 2002
658.8