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Brand Spirit: How Cause Related Marketing Builds Brands epub ebook

by Marjorie Thompson,Hamish Pringle

Brand Spirit: How Cause Related Marketing Builds Brands epub ebook

Author: Marjorie Thompson,Hamish Pringle
Category: Marketing & Sales
Language: English
Publisher: Wiley; 1 edition (February 7, 2001)
Pages: 306 pages
ISBN: 0471499447
ISBN13: 978-0471499442
Rating: 4.3
Votes: 878
Other formats: lit txt mbr docx


Cause Related Marketing, or CRM, is an increasingly popular corporate practice that seeks to tie a company or brand . Pringle and Thompson have given us a how-to manual on the art and science of cause related marketing.

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.

Pringle and Thompson have given us a how-to manual on the art and science of cause related marketing.

CRM can enhance corporate reputation, raise brand awareness, increase customer loyalty, build sales, create press coverage and more.

Goodreads helps you keep track of books you want to read. Start by marking Brand Spirit: How Cause Related Marketing Builds Brands as Want to Read: Want to Read savin. ant to Read.

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.

Hamish Pringle, Marjorie Thompson. The single product or service is going to become a commodity sold on price alone. Edward De Bono, From the Foreword to Brand Spirit "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.

Автор: Hamish Pringle Название: Brand Spirit: How Cause Related Marketing . This book looks at the business benefits of CRM, and how ethical branding can impact business strategy, using relevant case histories.

2001 Язык: ENG Иллюстрации: Illustrations facsimiles, port. 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.

Brand Spirit: How Cause Related Marketing Builds Brands by Hamish Pringle and Marjorie Thompson, published by John Wiley & Sons (ISBN 0471499447) Companies are finding that cause related marketing has become a way out of increasingly stale marketing initiatives. It has also become something the agencies are grabbing onto as a differentiator – none more

BRAND SPIRIT: How Cause Related Marketing Builds Brands. Hamish Pringle, former Vice-President, Saatchi & Saatchi and Marjorie Thompson former Director, Saatchi & Saatchi Cause Connection Foreword by Edward de Bono (John Wiley & Sons, West Sussex, 1999).

BRAND SPIRIT: How Cause Related Marketing Builds Brands. The collaboration challenge: How nonprofits and businesses succeed through strategic alliances. Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy, corporate social responsibility, fund-raising management, and public relations.

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.

Reviews (5)
Trex
Though "Brand Spirit" is not an adventure book, I've read it in one breath. I'm taking a postgraduate course, and after reading this book I've decided to take Cause Related Marketing as the subject of my thesis. This is one of the most interesting and useful books I've ever read. It is rich with examples demonstrating how the company can make the world a better place and increase the profit at the same time, gain customer loyalty and build positive image by doing so. The book is very easy to read and it gives a lot of new ideas to think about. The "Brand Spirit" is definitely worth reading!

BlessСhild
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.

NI_Rak
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

Yayrel
In the age of huge, impersonal corporations, it's great to see that businesses can actually thrive by giving something back to the communities they serve. I can't think of a better way to build a brand, and loyalty for that brand, than through Cause Related Marketing.

This is must reading for anyone who runs a business!

Asher
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.

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