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Cause for concern : results-oriented cause marketing

Author: Stephen M Adler; American Marketing Association.
Publisher: Mason, Ohio : Thomson/South-Western, ©2006.
Edition/Format:   Print book : EnglishView all editions and formats
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Stephen M Adler; American Marketing Association.
ISBN: 0324311303 9780324311303
OCLC Number: 67384040
Notes: "American Marketing Association."
Description: x, 149 pages : illustrations ; 24 cm
Contents: A business case for cause-related marketing --
Building your business's case for cause-related marketing --
Win/win philosophies for cause-related marketing partnerships --
Expanding the bandwidth of cause-related marketing and diversity --
Retail case study --
America on the move and Pepsico case study --
BMW and Komen Foundation's "ultimate drive" case study --
The fight against cardiovascular disease case study --
The evolution of smoking case study --
Best practices --
Opportunities in cause licensing --
The charity brands marketing monitor and index --
Building the action plan.
Responsibility: Stephen M. Adler.
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