Cause for concern : results-oriented cause marketing

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Title:

Cause for concern : results-oriented cause marketing

Author:

Adler, Stephen M.

ISBN:

9780324311303

Personal Author:

Adler, Stephen M.

Publication Information:

Mason, Ohio : Thomson/South-Western, c2006.

Physical Description:

p. cm.

Contents:

A business case for cause-related marketing -- Building your business's case for cause-related marketing -- Win/win philosophies for cause-related marketing partnerships -- Expanding the bandwidth of cause-related marketing and diversity -- Retail case study -- America on the move and Pepsico case study -- BMW and Komen Foundation's "ultimate drive" case study -- The fight against cardiovascular disease case study -- The evolution of smoking case study -- Best practices -- Opportunities in cause licensing -- The charity brands marketing monitor and index -- Building the action plan.

Subject Term:

Social marketing.

Social responsibility of business.

Electronic Access:

Table of contents http://www.loc.gov/catdir/toc/ecip0612/2006013103.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020372526	658.8 A237C 2006	1	Searching... Unknown

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Summary

Can 'cause marketing' help you succeed? CAUSE FOR CONCERN: RESULTS-ORIENTED CAUSE MARKETING shows you how. Author Stephen M. Adler expertly reveals to you how cause marketing works, why it makes sense for businesses, and how to make a profit using cause marketing. And he also includes special sections on the ethics of cause marketing as well. Plus, CAUSE FOR CONCERN: RESULTS-ORIENTED CAUSE MARKETING is easy-to-read and full of study tools, so you'll be able to succeed on the test also!