Brand Spirit 
Subtitle: How Cause Related Marketing Builds Brands
Publisher: Wiley
Published: June 9, 1999
Language: eng
Format: Hardcover
Number of pages: 306
ISBN-13: 9780471987765
Subjects: Sales & marketing; Marketing - General; Marketing; Business & Economics; Business / Economics / Finance; Business/Economics; Sales & Selling - General; Advertising & Promotion; Business & Economics / Sales & Selling; Social marketing
First sentence: "Cause Related Marketing (CRM) can be defined as a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit."