Includes bibliographical references and index.

Cause Related Marketing -- Cause Related Marketing Defined -- 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 & Gamble: 'Dash and ACTIONAID' -- 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 -- 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' -- Case History: Dollond & 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' -- Crystallizing a CRM Campaign -- Case History: Austin Reed: 'The Suit Exchange' -- Media Neutrality and Corporate Body Language -- Case History: Anchor & Hovis: 'Red Cross HelpAds' -- CRM and the Digital Revolution -- Measurement -- Getting Down to it -- Implementing CRM on a Grand Scale -- Case History: Liz Claiborne: 'Women's Work Against Domestic Violence' -- Implementing CRM on a Smaller Scale -- Case History: Norwich Union: St. John Ambulance 'No-one Protects More' -- CRM's Past and Future -- Charity Culture -- Victorian Paternalism to 20th Century Philanthropy -- The Company Town -- 'Nanny State' to 'Stakeholder Society' -- The Millennium Effect.

This book explains the concept of CRM and its place within the context of thinking on branding, and demonstrates how a marketeer can harness its power for a product, service or corporate brand.