Screen LibraryCause for concern：results-oriented cause marketing
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| Main Authors: | |
|---|---|
| Corporate Authors: | |
| Published: |
Thomson/South-Western,
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| Publisher Address: | Mason, Ohio |
| Publication Dates: | c2006. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Carrier Form: | x, 149 p.: ill. ; 24 cm. |
| ISBN: |
0324311303 9780324311303 |
| Index Number: | F270 |
| CLC: |
F270 F274 |
| Call Number: | F270/A237 |
| Contents: |
"American Marketing Association." Includes bibliographical references (p. 141-143) and index. 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. |