Cause Related Marketing (Paperback)

Part one - Cause related marketing in context; Introduction; Cause related marketing defined; How cause related marketing has developed; Cause related marketing in the context of corporate social responsibility; Cause related marketing in the context of corporate reputation; Cause related marketing in the context of corporate community investment; Cause related marketing in the context of marketing; Impact on society; Part two - Who cares, why care?; Introduction; Why the chief executive should care; Why marketing should care; Why community affairs should care; Why human resources should care; Partners not patrons; why charities and causes should care; Part three - Application of cause related marketing; Cause related marketing models; Case studies; International case studies; Lessons to learn; Part four - Towards Excellence - the principles and the process; A case study scenario; The key principles and processes; Planning and preparation; Negotiating the partnership; The formal agreement; Managing the programme; Communication; Monitoring, measurement and evaluation; Part five - The way forward; The future of cause related marketing