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Brand Spirit: How Cause Related Marketing Builds Brands / Edition 1
     

Brand Spirit: How Cause Related Marketing Builds Brands / Edition 1

by Hamish Pringle, Marjorie Thompson
 

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ISBN-10: 0471499447

ISBN-13: 9780471499442

Pub. Date: 01/28/1999

Publisher: Wiley

The only guide to understanding and making the most of one of the hottest trends in branding today

Nothing builds brand loyalty among today's increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company. Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum

Overview

The only guide to understanding and making the most of one of the hottest trends in branding today

Nothing builds brand loyalty among today's increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company. Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum over the past decade, thanks, in no small part, to such recent, notable examples as McDonald's commitment to saving the rain forests and BMW's breast cancer fund-raising initiatives. Now, in the first book to explore the business benefits of CRM and its positive and negative impacts on business strategy, two experts explain the concept and fundamental principles of CRM and its place within the contemporary discourse on branding. And, with the help of numerous, fascinating, and instructive case studies, they demonstrate how marketers can harness the power of CRM to position and enhance customer loyalty to a brand, product, or service.

Product Details

ISBN-13:
9780471499442
Publisher:
Wiley
Publication date:
01/28/1999
Edition description:
PAPERBACK
Pages:
306
Product dimensions:
6.26(w) x 8.62(h) x 0.77(d)

Table of Contents

Cause Related Marketing
Cause Related Marketing Defined
The Pre-conditions for Cause Related Marketing
The Commodity Threat and the Importance of Loyalty
Communications Clutter and Expert Consumers
Maslow's Hierarchy of Needs and the Loss of Trust
The Diana Effect and the Opportunity for Brands
The Third Wave in Branding
Brands and Anthropomorphy in Branding
The Three Waves in Branding
The Power of Belief Systems
The Essentials of Cause Related Marketing
Differentiating CRM From 'Charity Promotions'
The Nature of Giving
Making a Commercial Case for CRM
Charity or Cause?
Creating a CRM Campaign
Preliminary Stages in Developing a CRM Campaign
Establishing the Territory
Developing a CRM Concept
Creating a CRM campaign
Crystallizing a CRM Campaign
Media Neutrality and Corporate Body Language
CRM and the Digital Revolution
M easurement
Getting Down To It
Implementing CRM in a Grand Scale
Implementing CRM on a Smaller Scale
CRM's Past and Future
Charity Culture
Victorian Paternalism to 20th Century Philanthropy
The Company Town
'Nanny State' to 'Stakeholder Society'
The Millenium Effect

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