Cause Related Marketing

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ISBN: 9780750644815 | 0750644818
Cover: Nonspecific Binding
Copyright: 11/22/1999

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The first book on Cause Related Marketing that puts it into the context of marketing, management of corporate reputation, corporate social responsibility, corporate community investment and philantrophy. Vignettes and in-depth case studies provide illustrations of Cause Related Marketing through a spectrum of examples both national and international. 45 illus.

Foreword

vii

Sir Dominic Cadbury

Foreword

Tim Mason

Endorsements

xiii

About Business in the Community

A definition of Cause Related Marketing

xvii

Acknowledgements

xix

Part One: Cause Related Marketing in Context

(58)

Introduction

(6)

Cause Related Marketing defined

(2)

How Cause Related Marketing has developed

(6)

Cause Related Marketing in the context of corporate social responsibility

(9)

Cause Related Marketing in the context of corporate reputation

(11)

Cause Related Marketing in the context of corporate community investment

(6)

Cause Related Marketing in the context of marketing

(9)

Impact on society

(7)

Part Two: Who Cares, Why Care?

(54)

Introduction

(4)

Why the chief executive should care

(6)

Why marketing should care

(19)

Why community affairs should care

(6)

Why human resources should care

(4)

Partners not patrons; why charities and causes should care

100

(13)

Part Three: Application of Cause Related Marketing

113

(108)

Cause Related Marketing models

115

(20)

Case studies

135

(48)

TESCO Computers for Schools

139

(5)

Cadbury Ltd and Save the Children

144

(6)

Norwich Union and St. John Ambulance First Aid

150

(5)

Centrica plc's Cause Related Marketing strategy

155

(4)

BT's Cause Related Marketing strategy

159

(5)

Adams Childrenswear and Save the Children

164

(5)

Nambarrie Tea Company Ltd and Action Cancer's Breast Cancer Awareness Month Campaign

169

(4)

Persil Go Red for Comic Relief

173

(5)

New Covent Garden Soup Company, the National Trust and Crisis

178

(5)

International Case Studies

183

(26)

Sears Roebuck's Cause Related Marketing strategy

183

(4)

Kellogg's Kids Help Line

187

(5)

Visa USA and Read Me a Story

192

(2)

Target Stores' Cause Related Marketing strategy

194

(5)

Avon's Crusade Against Breast Cancer

199

(5)

The Tanqueray AIDS Rides

204

(5)

Lessons to learn

209

(1)

Sunbeam Corporation and the American Medical Association (AMA)

210

(4)

McNeil Consumer Products Company and the Arthritis Foundation

214

(7)

Part Four: Towards Excellence -- The Principles and the Processes

221

(56)

A case study scenario

223

(3)

The key principles and processes

226

(3)

Planning and preparation

229

(10)

Negotiating the partnership

239

(6)

The formal agreement

245

(7)

Managing the programme

252

(3)

Communication

255

(14)

Monitoring, measurement and evaluation

269

(8)

Part Five: The Way Forward

277

(24)

The future of Cause Related Marketing

279

(22)

Index

301

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Cause Related Marketing

Summary

Table of Contents

Supplemental Materials

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Cause Related Marketing

Summary

Table of Contents

Supplemental Materials

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