The Resource Brand spirit : how cause related marketing builds brands, Hamish Pringle and Marjorie Thompson

Brand spirit : how cause related marketing builds brands, Hamish Pringle and Marjorie Thompson

Label
Brand spirit : how cause related marketing builds brands
Title
Brand spirit
Title remainder
how cause related marketing builds brands
Statement of responsibility
Hamish Pringle and Marjorie Thompson
Creator
Contributor
Subject
Language
eng
Summary
The author demonstrates how a marketer can harness the power of CRM (Cause Related Marketing) for a product, service or corporate brand. "CRM can enhance corporate reputation, raise brand awareness, increase customer loyalty, build sales, create press coverage and more."
Cataloging source
DLC
http://library.link/vocab/creatorName
Pringle, Hamish
Illustrations
illustrations
Index
index present
LC call number
HF5414
LC item number
.P75 1999
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1957-
http://library.link/vocab/relatedWorkOrContributorName
Thompson, Marjorie
http://library.link/vocab/subjectName
  • Social marketing
  • Marketing social
  • Social marketing
  • Marketing
  • Merken
  • Marketing social
  • Markenpolitik
  • Marketing
Label
Brand spirit : how cause related marketing builds brands, Hamish Pringle and Marjorie Thompson
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Maslow's Hierarchy of Needs and the Loss of Trust
  • Case History: Avon: 'Breast Cancer Awareness Crusade'
  • The Diana Effect and the Opportunity for Brands
  • Case History: Reebok: 'Human Rights Now! Tour'
  • The Third Wave in Branding
  • Brands and Anthropomorphy in Branding
  • Case History: Andrex: 'Guide Dogs for the Blind'
  • Case History: Birds Eye: 'RNLI'
  • The Three Waves in Branding
  • The Power of Belief Systems
  • Cause Related Marketing
  • The Essentials of Cause Related Marketing
  • Differentiating CRM From 'Charity Promotions'
  • Case History: Daddies Ketchup: 'NSPCC'
  • The Nature of Giving
  • Case History: VISA: 'Read Me A Story'
  • Making a Commercial Case for CRM
  • Case History: BMW: 'The Ultimate Drive'
  • Charity of Cause?
  • Case History: British Airways: 'Change for Good' with UNICEF
  • Case History: WHSmith: 'Ready Steady Read'
  • Cause Related Marketing Defined
  • Case History: Dollond and Aitchison: 'World in Sight'
  • Creating a CRM Campaign
  • Preliminary Stages in Developing a CRM Campaign
  • Establishing the 'Territory'
  • Developing a CRM Concept
  • Case History: Kellogg's: 'Kids Help Line'
  • Creating a CRM Campaign
  • Case History: Flora: 'The London Marathon'
  • Case History: American Express: 'Charge Against Hunger'
  • The Pre-Conditions for Cause Related Marketing
  • The Commodity Threat and the Importance of Loyalty
  • Case History: Tesco: 'Computers for Schools'
  • Communications Clutter and Expert Consumers
  • Case History: Procter and Gamble: 'Dash and ACTIONAID'
Dimensions
24 cm
Extent
xxiii, 281 pages
Isbn
9780471987765
Isbn Type
(alk. paper)
Lccn
99013354
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)40762580
  • (OCoLC)ocm40762580
Label
Brand spirit : how cause related marketing builds brands, Hamish Pringle and Marjorie Thompson
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Maslow's Hierarchy of Needs and the Loss of Trust
  • Case History: Avon: 'Breast Cancer Awareness Crusade'
  • The Diana Effect and the Opportunity for Brands
  • Case History: Reebok: 'Human Rights Now! Tour'
  • The Third Wave in Branding
  • Brands and Anthropomorphy in Branding
  • Case History: Andrex: 'Guide Dogs for the Blind'
  • Case History: Birds Eye: 'RNLI'
  • The Three Waves in Branding
  • The Power of Belief Systems
  • Cause Related Marketing
  • The Essentials of Cause Related Marketing
  • Differentiating CRM From 'Charity Promotions'
  • Case History: Daddies Ketchup: 'NSPCC'
  • The Nature of Giving
  • Case History: VISA: 'Read Me A Story'
  • Making a Commercial Case for CRM
  • Case History: BMW: 'The Ultimate Drive'
  • Charity of Cause?
  • Case History: British Airways: 'Change for Good' with UNICEF
  • Case History: WHSmith: 'Ready Steady Read'
  • Cause Related Marketing Defined
  • Case History: Dollond and Aitchison: 'World in Sight'
  • Creating a CRM Campaign
  • Preliminary Stages in Developing a CRM Campaign
  • Establishing the 'Territory'
  • Developing a CRM Concept
  • Case History: Kellogg's: 'Kids Help Line'
  • Creating a CRM Campaign
  • Case History: Flora: 'The London Marathon'
  • Case History: American Express: 'Charge Against Hunger'
  • The Pre-Conditions for Cause Related Marketing
  • The Commodity Threat and the Importance of Loyalty
  • Case History: Tesco: 'Computers for Schools'
  • Communications Clutter and Expert Consumers
  • Case History: Procter and Gamble: 'Dash and ACTIONAID'
Dimensions
24 cm
Extent
xxiii, 281 pages
Isbn
9780471987765
Isbn Type
(alk. paper)
Lccn
99013354
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)40762580
  • (OCoLC)ocm40762580

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