Cause for Concern: Results-Oriented Cause Marketing

Overview

Can 'cause marketing' help you succeed? CAUSE FOR CONCERN: RESULTS-ORIENTED CAUSE MARKETING shows you how. Author Stephen M. Adler expertly reveals to you how cause marketing works, why it makes sense for businesses, and how to make a profit using cause marketing. And he also includes special sections on the ethics of cause marketing as well. Plus, CAUSE FOR CONCERN: RESULTS-ORIENTED CAUSE MARKETING is easy-to-read and full of study tools, so you'll be able to succeed on the ...

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Overview

Can 'cause marketing' help you succeed? CAUSE FOR CONCERN: RESULTS-ORIENTED CAUSE MARKETING shows you how. Author Stephen M. Adler expertly reveals to you how cause marketing works, why it makes sense for businesses, and how to make a profit using cause marketing. And he also includes special sections on the ethics of cause marketing as well. Plus, CAUSE FOR CONCERN: RESULTS-ORIENTED CAUSE MARKETING is easy-to-read and full of study tools, so you'll be able to succeed on the test also!

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Product Details

  • ISBN-13: 9780324311303
  • Publisher: Cengage Learning
  • Publication date: 6/6/2006
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 160
  • Product dimensions: 6.20 (w) x 9.10 (h) x 0.80 (d)

Meet the Author

Stephen M. Adler is CEO of JAMI Charity Brands Marketing. He began his career as a lecturer at Queens College before founding Inter-Collegiate Marketing, a youth marketing firm that launched the first-ever youth credit card, "Don't Leave School Without It," for American Express. He also launched a specialized travel industry company with clients including American Airlines, as well as served ABC as a negotiator for the Olympic Game assignments and Fortune 1000 corporations.

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Table of Contents

Part 1: CAUSE MARKETING PHILOSOPHY. 1. A Business Case for Cause-Related Marketing. 2. Building Your Business's Case for Cause-Related Marketing. 3. Win/Win Philosophies for Cause Related Marketing Partnerships. 4. Expanding the Bandwidth of Cause-Related Marketing and Diversity. Part II: CAUSE MARKETING REVIEW. 5. Retail Case Study. 6. America on the Move and PepsiCo Case Study. 7. BMW and Komen Foundation's "Ultimate Drive" Case Study. 8. The Fight Against Cardiovascular Disease Case Study. 9. The evolution of Smoking Case Study. Part III: CAUSE MARKETING PRACTICE. 10. Best Practices. 11. Opportunities in Cause Licensing. 12. The Charity Brands Marketing Monitor and Index. 13. Building the Action Plan.

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