ABSTRACT
Cause Related Marketing's time has come. Consumers are demanding greater accountability and responsibility from corporations. In an environment where price and quality are increasingly equal; where reputation and standing for something beyond the functional benefits of a product or service is all, brands are constantly competing for customer loyalty and consumer attention. 'Cause Related Marketing' is one of the most exciting areas in marketing today which benefits both business and society.
'Cause Related Marketing':
* positions Cause Related Marketing in the context of marketing, corporate social responsibility and corporate community investment.
* explores who cares and why, providing research analysis into corporate and consumer attitudes both in the UK and internationally.
* uses The Business in the Community Cause Related Marketing Guidelines, written by Sue Adkins and introduced by HRH The Prince of Wales, providing an in depth exploration of the key principles and processes that go towards creating excellence in Cause Related Marketing.
* includes vignettes and in depth case studies to provide illustrations of Cause Related Marketing through a spectrum of examples both national and international.
Sue Adkins, Director of the Business in the Community's Cause Related Marketing Campaign is acknowledged as an international expert. She is recognised as having put Cause Related Marketing on the map in the UK and leading the drive to establish Cause Related Marketing as an increasingly legitimate part of the marketing mix in the UK.
TABLE OF CONTENTS
part |57 pages
Cause Related Marketing in Context
chapter |6 pages
Introduction
chapter |2 pages
Cause Related Marketing defined
chapter |6 pages
How Cause Related Marketing has Developed
chapter |11 pages
Cause Related Marketing in the Context of Corporate Reputation
chapter |9 pages
Cause Related Marketing in the Context of Marketing
chapter |6 pages
Impact on Society
part |54 pages
Who Cares, Why Care?
chapter |4 pages
Introduction
chapter |6 pages
Why the Chief Executive should Care
chapter |19 pages
Why Marketing should Care
chapter |6 pages
Why community affairs should care
chapter |4 pages
Why Human Resources should Care
chapter |13 pages
Partners not Patrons: Why Charities and Causes should Care
part |108 pages
Application of Cause Related Marketing
chapter |20 pages
Cause Related Marketing Models
chapter |48 pages
Case Studies
chapter |26 pages
International Case Studies
chapter |12 pages
Lessons to Learn
part |56 pages
Towards Excellence – The Principles and the Processes
chapter |3 pages
A Case Study Scenario
chapter |3 pages
The Key Principles and Processes
chapter |10 pages
Planning and Preparation
chapter |6 pages
Negotiating the Partnership
chapter |7 pages
The Formal Agreement
chapter |3 pages
Managing the Programme
chapter |14 pages
Communication
chapter |8 pages
Monitoring, Measurement and Evaluation
part |24 pages
The Way Forward