- Hardcover: 306 pages
- Publisher: Wiley (April 22 1999)
- Language: English
- ISBN-10: 047198776X
- ISBN-13: 978-0471987765
- Product Dimensions: 22.4 x 15 x 2 cm
- Shipping Weight: 458 g
- Average Customer Review: 5.0 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: #1,325,999 in Books (See Top 100 in Books)
- See Complete Table of Contents
|
||||||||||||||||||
|
||||||||||||||||||
|
||||||||||||||||||
| |||||||||||||||
Product Details |
Product Description
From Amazon
Cause Related Marketing, or CRM, is an increasingly popular corporate practice that seeks to tie a company or brand to a charitable effort. Think promotions promising a percentage of sales to specific nonprofits, or advertising touting particular philanthropic programs in addition to products or services, and you get the idea. At its best, CRM aids charities (raising awareness as well as cash), businesses (associating them with authentic social benefits), and consumers (providing ways to acquire products or services while simultaneously making charitable contributions). At its worst, the process rings hollow and may actually serve to hurt the companies involved. Hamish Pringle, former vice chairman of marketing for Saatchi & Saatchi, and Marjorie Thompson, current director of the company's Cause Connection, believe any firm that's sincere can use CRM.
In Brand Spirit, they explain the way a number of such campaigns--including the American Express Charge Against Hunger, Avon's Breast Cancer Awareness Crusade, and Reebok's Human Rights Now! Tour--were developed to assist relevant programs as well as enhance corporate image. Pringle and Thompson show through these and other detailed case studies how mutually beneficial programs are devised and deployed, and what they can achieve. "Commercial enterprises will continue to see real benefits in helping ensure a harmonious balance between the stronger and weaker in society," they write, "and in structuring themselves to deliver the optimum blend of self-interested altruism to their communities." Their subsequent proposal is a solid blueprint for companies of all types and sizes that wish to demonstrate actively a genuine commitment to the concept of corporate social responsibility. --Howard Rothman.
Review
"American Express invented Cause-related Marketing in the early 1980s - service marked the term - and I said at the time to American Express executives that the idea was perhaps the greatest marketing innovation in 50 years. Surely it would be copied. Given the subsequent expansion of Cause-related Marketing into the four corners of the earth under the banners of thousands of diverse companies, in hindsight I underestimated the power of the idea. This book demonstrates why Cause-related Marketing is such a major and exciting force in the global marketing world." -- James D. Robinson III, Chairman and CEO RRE Investors, Former Chairman and CEO American Express Company, USA
"Many people are coming to the conclusion that 'valufacture' in the future is increasingly going to come from synergies and alliances. The single product or service is going to become a commodity sold on price alone. Cause Related Marketing is all about such synergies and alliances. All three parties involved benefit and that is why CRM is very much of the moment and has so much potential." -- Edward de Bono, from the Foreword
American Express invented Cause-related Marketing in the early 1980s - service marked the term - and I said at the time to American Express executives that the idea was perhaps the greatest marketing innovation in 50 years. Surely it would be copied. Given the subsequent expansion of Cause-related Marketing into the four corners of the earth under the banners of thousands of diverse companies, in hindsight I underestimated the power of the idea. This book demonstrates why Cause-related Marketing is such a major and exciting force in the global marketing world. -- James D. Robinson III, Chairman and CEO RRE Investors, Former Chairman and CEO American Express Company, USA
I really liked this book and felt that I learned a lot from it. I am sure it will become a 'must-read' among marketing professionals. -- Professor Peter Doyle, Warwick Business School
Many people are coming to the conclusion that 'valufacture' in the future is increasingly going to come from synergies and alliances. The single product or service is going to become a commodity sold on price alone. Cause Related Marketing is all about such synergies and alliances. All three parties involved benefit and that is why CRM is very much of the moment and has so much potential. -- Edward de Bono, from the Foreword
Pringle and Thompson have done a masterful job of showing how companies can benefit by moving beyond rational and emotional branding to "spiritual" branding. -- Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University, USA
Professor Peter Doyle, Warwick Business School "I really liked this book and felt that I learned a lot from it. I am sure it will become a 'must-read' among marketing professionals." -- Professor Peter Doyle, Warwick Business School
"Many people are coming to the conclusion that 'valufacture' in the future is increasingly going to come from synergies and alliances. The single product or service is going to become a commodity sold on price alone. Cause Related Marketing is all about such synergies and alliances. All three parties involved benefit and that is why CRM is very much of the moment and has so much potential." -- Edward de Bono, from the Foreword
American Express invented Cause-related Marketing in the early 1980s - service marked the term - and I said at the time to American Express executives that the idea was perhaps the greatest marketing innovation in 50 years. Surely it would be copied. Given the subsequent expansion of Cause-related Marketing into the four corners of the earth under the banners of thousands of diverse companies, in hindsight I underestimated the power of the idea. This book demonstrates why Cause-related Marketing is such a major and exciting force in the global marketing world. -- James D. Robinson III, Chairman and CEO RRE Investors, Former Chairman and CEO American Express Company, USA
I really liked this book and felt that I learned a lot from it. I am sure it will become a 'must-read' among marketing professionals. -- Professor Peter Doyle, Warwick Business School
Many people are coming to the conclusion that 'valufacture' in the future is increasingly going to come from synergies and alliances. The single product or service is going to become a commodity sold on price alone. Cause Related Marketing is all about such synergies and alliances. All three parties involved benefit and that is why CRM is very much of the moment and has so much potential. -- Edward de Bono, from the Foreword
Pringle and Thompson have done a masterful job of showing how companies can benefit by moving beyond rational and emotional branding to "spiritual" branding. -- Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University, USA
Professor Peter Doyle, Warwick Business School "I really liked this book and felt that I learned a lot from it. I am sure it will become a 'must-read' among marketing professionals." -- Professor Peter Doyle, Warwick Business School
Inside This Book
(Learn More)
First Sentence
"Cause Related Marketing (CRM) can be defined as a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit." Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
"Cause Related Marketing (CRM) can be defined as a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit." Read the first page
Explore More
Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Tag this product(What's this?)Think of a tag as a keyword or label you consider is strongly related to this product.
Tags will help all customers organize and find favorite items. |
Customer Reviews
|
Share your thoughts with other customers:
|
||||||||||||||||||||||
|
Most helpful customer reviews
5.0 out of 5 stars
Doing Well by Doing Good,
By Koil Rowland (Jefferson City, Missouri, USA) - See all my reviews
This review is from: Brand Spirit: How Cause Related Marketing Builds Brands (Paperback)
This book is an eye-opener! Pringle and Thompson have given us a how-to manual on the art and science of cause related marketing. Solidly researched and documented, engagingly written, and replete with case studies from both sides of the Atlantic, Brand Spirit makes a convincing case for the efficacy and the ethics of doing well by doing good. No serious marketing practitioner can afford to remain uninformed about the cogent argument the book advances.Koil Rowland, founder and retired CEO Koil Rowland & Associates Jefferson City, Missouri, USA
5.0 out of 5 stars
Compelling and convincing.,
By Mary Spillane (London SW1E 6PL United Kingdom) - See all my reviews
This review is from: Brand Spirit: How Cause Related Marketing Builds Brands (Hardcover)
If you aren't moved to get cause-related marketing into your organisation you have ice flowing through your veins. Pringle and Thomson do an convincing job of showing the benefits and fun of having a brand with spirit. With all the lip service being paid to corporate values, Brand Spirit shows companies how to live them. Well done.
5.0 out of 5 stars
Win-Win,
This review is from: Brand Spirit: How Cause Related Marketing Builds Brands (Hardcover)
I find this book very easy to read and absorb. The ideas are practical and may very well deserve more attention. Along the lines of the theory of the Invisible hand, I think the world/society in general will be a better place if companies start thinking and implementing Cause Related Marketing. Also, as the authors relate both American and Uk case studies, it makes the book even more insightful on the subject of marketing in the international arena. Definately a good introductory reading on the subject matter.
Share your thoughts with other customers: Create your own review
Want to see more reviews on this item?
|
|
Listmania!
Look for similar items by category
- Books > Business & Investing > Marketing & Sales > Advertising
- Books > Business & Investing > Marketing & Sales > Marketing
- Books > Business & Investing > Marketing & Sales > Sales & Selling
- Books > Professional & Technical > Business Management > Marketing & Sales > Advertising
- Books > Professional & Technical > Business Management > Marketing & Sales > Marketing
- Books > Professional & Technical > Business Management > Marketing & Sales > Sales & Selling
Look for similar items by subject
Feedback
Would you like to update product info or give feedback on images?
|
