Brand Spirit: How Cause Related Marketing Builds Brands

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The only guide to understanding and making the most of one of the hottest trends in branding today Nothing builds brand loyalty among today's increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company. Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum over the past decade, thanks, in no small part, to such recent, notable examples as McDonald's commitment to saving the rain forests and BMW's breast cancer fund ...

Brand Spirit: How Cause Related Marketing Builds Brands 2001, Wiley, Chichester, England

ISBN-13: 9780471499442

Trade paperback

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Brand Spirit: How Cause Related Marketing Builds Brands 1999, Wiley, Chichester, England

ISBN-13: 9780471987765

Hardcover

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