Brand Spirit: How Cause Related Marketing Builds Brands - Brossura

Pringle, Hamish; Thompson, Marjorie

Brossura

ISBN 10: 0471499447 ISBN 13: 9780471499442

Casa editrice: John Wiley & Sons Inc, 2001

Riassunto

The only guide to understanding and making the most of one of the hottest trends in branding today

Nothing builds brand loyalty among today's increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company. Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum over the past decade, thanks, in no small part, to such recent, notable examples as McDonald's commitment to saving the rain forests and BMW's breast cancer fund-raising initiatives. Now, in the first book to explore the business benefits of CRM and its positive and negative impacts on business strategy, two experts explain the concept and fundamental principles of CRM and its place within the contemporary discourse on branding. And, with the help of numerous, fascinating, and instructive case studies, they demonstrate how marketers can harness the power of CRM to position and enhance customer loyalty to a brand, product, or service.

Su questo libro

Recensione:

"Full of lively case studies, Brand Spirit is highly readable."
--The Lawyer, 26th February 2001
 
"..many good examples...engaging.." (www.brandchannel.com 5 February 2002)

"..many good examples...engaging.." (www.brandchannel.com 5 February 2002)

L'autore:

MARJORIE THOMPSON is Director of Saatchi and Saatchi Cause Connection. Prior to this she was Communications Director of the Commission for Racial Equality. Previously was Chair of the Campaign for Nuclear Disarmament and has been an advisor to the Royal College of Nursing.
HAMISH PRINGLE, formerly Vice-Chairman of Marketing at Saatchi and Saatchi formed his own consultancy, Brand Beliefs Limited. He has been Chairman of the IPA Advertising Effectiveness Committee and is also past Chairman of the UK communications industry charity NABS.

Su questa edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 2001
• ISBN 10: 0471499447
• ISBN 13: 9780471499442
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 281