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. Hamish Pringle (London, UK) is a Principal in Brand Beliefs, Ltd. Marjorie Thompson (London, UK) is with Saatchi & Saatchi.
- ISBN10 047198776X
- ISBN13 9780471987765
- Publish Date 26 March 1999
- Publish Status Out of Print
- Out of Print 20 August 2014
- Publish Country GB
- Publisher John Wiley and Sons Ltd
- Imprint John Wiley & Sons Ltd
- Format Hardcover
- Pages 306
- Language English