Author:
Pringle, Hamish.
Imprint:Chichester ; New York : Wiley, c1999.
Descriptionxxiii, 281 p. : ill. ; 24 cm.
Bibliography Note:Includes bibliographical references and index.
Note:"Recognizing the long-neglected area of cause related marketing (CRM), Pringle and Thompson advocate moving it to the forefront of marketing strategies. They describe the positive relationship between concern for others and commercial success and discuss how brand loyalties can be enhanced by connecting the social needs and the social concerns of corporate stakeholders and consumers. The authors clearly explain the concept of CRM, its place within the historical context of branding, and how marketers can utilize its power for a product, service, or corporate brand in communications to consumers. Numerous cases are provided that demonstrate how diverse organizations have successfully incorporated CRM into their total marketing program as well as their corporate identity, e.g., Liz Claiborne (domestic violence), BMW (breast cancer fundraising), VISA (US literacy campaigns). The authors not only provide a historical perspective for current practices and opportunities but also speak to the growing importance of CRM in the environment of the future. They strongly contend that CRM should be a critical component in marketing strategies, elevating it beyond the more limited concept of charity promotions." - Choice review
