Cause Marketing
Marketing"86 percent of consumers have a more positive image of a company they believe is doing something to make the world a better place…""Nine out of ten employees of companies involved in cause marketing programs reported they felt proud of their companies…"Over the past few years, cause marketing has skyrocketed to become a highly visible, cost-effective, and controversial means of enhancing brand awareness, increasing consumer and employee loyalty, differentiating from competition, and boosting profits.In Cause Marketing, author Joe Marconi examines the elements necessary in supporting a socially responsible component of a well-crafted overall marketing plan. Utilizing compelling discussions and original, never before published case studies, Marconi’s expert writing illuminates how the road toward a successful, dynamic cause marketing program has been successful—or not successful—for various organizations of different sizes, budgets, and industries.Cause Marketing examines the environment of cause marketing, damage control, and the impact of the events of September 11, 2001. In this analysis, Cause Marketing draws important distinctions between a business embracing a cause and the broader issues relating to social responsibility. Explaining how to conceptualize, develop, and implement a cause marketing program, Marconi partners with the organization Business for Social Responsibility and discusses companies such as Target, Eddie Bauer, and Timberland Company.About the AuthorWriter, lecturer, seminar leader, and marketing communications consultant Joe Marconi has more than two decades of award-winning advertising, public relations, and marketing programs to his credit. Especially recognized for his expertise in brand marketing and crisis management, Marconi has represented organizations such as Chrysler, Mitsubishi, Xerox, and the Chicago Board of Trade. He is the author of ten books, including Crisis Marketing and Reputation Marketing.