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Author Joe Marconi has created the most comprehensive book on this timely subject. Explaining how to implement a cause marketing program, he joins with the organization Business for Social Responsibility (BSR) and discusses never-before-published case studies, such as Mattel, Eddie Bauer, General Mills, and Starbucks. BSR is a global resource for companies seeking to sustain their commercial success in ways that demonstrate respect for ethical values, people, communities, and the environment.
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 can mean in terms of a company’s image, reputation, market share, and profitability.
Author Biography: Joe Marconi is a marketing communications consultant and writer with more than two decades of award-winning advertising, public relations, and marketing programs to his credit. He has represented organizations such as Arthur Andersen, the Chicago Board of Trade, Chrysler, Mitsubishi, and Xerox. He is also the author of ten books, including Crisis Marketing, The Brand Marketing Book, and Reputation Marketing. A frequent lecturer and marketing communications seminar leader throughout the U.S. and Canada, Marconi is particularly recognized for his expertise in brand marketing and crisis management. His writing has appeared in the International Herald Tribune, Chicago Tribune, Marketing News, American Demographics, and Adweek.
|Edition description:||New Edition|
|Product dimensions:||6.00(w) x 9.00(h) x 0.50(d)|
Table of Contents
|1.||Understanding Cause Marketing||1|
|2.||When the Cause Fits the Company||27|
|3.||The Company, the Cause, the Community, and the World||49|
|4.||Damage Control: Responding to Crises Relating to Your Cause||81|
|5.||September 11, 2001||109|
|6.||The Cause Marketing Casebook||133|
|UPS, Ford Motor Company|
|Grabber Performance Group|
|snapshots of other cause marketing cases|
|7.||A Crash Course in Cause Marketing||203|