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090			_aHF 5414 .P75 2001
090			_aHF 5414 .P75 2001
100	1		_aPringle, Hamish. _963407
245	1	0	_aBrand spirit : _bhow cause related marketing builds brands / _cHamish Pringle and Marjorie Thompson.
250			_aPaperback ed.
260			_aChichester ; _aNew York : _bWiley, _c2001.
300			_axxiii, 281 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references and index.
505	0		_aCause 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.
520		0	_aThis 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.
650		0	_aSocial marketing. _974298
700	1		_aThompson, Marjorie, _d1957- _974299
852			_9p19.95 _y09-14-2002
907			_a13522 _b08-12-10 _c08-06-10
942			_cBOOK _00
998			_aaudmc _b09-14-02 _cm _da _e- _feng _genk _h0
935			_aPO10327-GEN2
945			_g0 _i632653 _j0 _laudmc _nCopy Type:01 - Books _o- _p73.32 _q- _r- _s- _t1 _u0 _v0 _w0 _x0 _yi10190879 _z08-06-10
999			_c13522 _d13522