Cause Marketing: Build Your Image and Bottom Line through Socially Responsible Partnerships, Programs, and Events

Cause Marketing: Build Your Image and Bottom Line through Socially Responsible Partnerships, Programs, and Events

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Product Details

ISBN-13: 9780793152582
Publisher: Kaplan Publishing
Publication date: 09/01/2002
Edition description: New Edition
Pages: 240
Product dimensions: 6.00(w) x 9.00(h) x 0.50(d)

Table of Contents

Prefacexi
Acknowledgmentsxiii
1.Understanding Cause Marketing1
2.When the Cause Fits the Company27
3.The Company, the Cause, the Community, and the World49
4.Damage Control: Responding to Crises Relating to Your Cause81
5.September 11, 2001109
6.The Cause Marketing Casebook133
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 Marketing203
Bibliography213
Index215

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