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Скачать Cause Marketing бесплатно

25 апреля 2009 | Автор: Admin | Рубрика: Научная литература » Экономика | Комментариев: 0

Joe Marconi, «Cause Marketing»
Kaplan Business | ISBN 0793152585 | 2002-08-07 | 240 pages | PDF | 1.5 Mb

Two-thirds of Americans report having greater trust in companies aligned with a social issue.
Cause-related marketing programs not only enhance a company's image but also increase employee satisfaction. Ninety percent of employees in companies with such programs report feeling proud of their company. Cause Marketing will show all businesses, regardless of size, how to work with a socially responsible organization, cause, or event to increase brand equity and consumer and employee loyalty, to differentiate their brands from competition, and to boost profits.
Author Joe Marconi has created the most comprehensive book on this timely subject. Explaining how to implement a cause marketing program, he joins with the organization Business for Social Responsibility (BSR) and discusses never-before-published case studies, such as Mattel, Eddie Bauer, General Mills, and Starbucks. BSR is a global resource for companies seeking to sustain their commercial success in ways that demonstrate respect for ethical values, people, communities, and the environment.
Cause Marketing draws important distinctions between a business embracing a cause and the broader issues relating to social responsibility. The book also presents:
• Guidelines for, and examples of, individuals and companies aligning themselves with causes that advance their business interests and promote public welfare
• Damage control scenarios and how to respond when a cause with which a company is associated is the subject of scandal or negative publicity
• When and how local, national, or international causes work to the subject's advantage
By focusing on an umbrella-marketing plan, Marconi outlines what a commitment to socially responsible business and marketing can mean in terms of a company's image, reputation, market share, and profitability.




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