Cause Marketing: Build Your Image and Bottom Line Through Socially Responsible Partnerships, Programs, and Events

Two-thirds of Americans report having greater trust in companies aligned with a social issue.

Cause-related marketing programs not only enhance a companys image but also increase employee satisfaction. Ninety percent of employees in companies with such programs report feeling proud of their company. Cause Marketing will show all businesses, regardless of size, how to work with a socially responsible organization, cause, or event to increase brand equity and consumer and employee loyalty, to differentiate their brands from competition, and to boost profits.

Author Joe Marconi has created the most comprehensive book on this timely subject. Explaining how to implement a cause marketing program, he joins with the organization Business for Social Responsibility (BSR) and discusses never-before-published case studies, such as Mattel, Eddie Bauer, General Mills, and Starbucks. BSR is a global resource for companies seeking to sustain their commercial success in ways that demonstrate respect for ethical values, people, communities, and the environment.

Marketing consultant Marconi continues his survey of various approaches to the profession by describing a method of generating awareness, distinction, affinity, and a potentially lasting relationship with members of specific target customers who have shown a willingness to identify themselves with particular, often emotionally charged subjects.
Annotation c. Book News, Inc., Portland, OR (booknews.com)

This text shows businesses, regardless of size, how to work with a socially responsible organization, cause, or event to increase brand equity and consumer and employee loyalty, to differentiate their brands from competition, and to boost profits.

Explaining how to implement a cause marketing program, the author joins with the organization Business for Social Responsibility and discusses never-before-published case studies of companies which sought to build their image and bottom line through socially responsible partnerships, programs, and events.

How to build a powerful cause marketing program that wins customer loyalty and boosts profits.

Socially responsible marketing can help a business enhance its brand, increase customer and employee loyalty, differentiate itself from the competition, and boost its profits. Cause Marketing explains how to choose the right opportunity and develop a program to support it.

Two thirds of American consumers report having a greater degree of trust in companies aligned with a social issue; sixty percent would buy first from a company that backs a cause they support; and eighty-six percent are more likely to buy a product associated with a cause or issue, claims marketing expert Joe Marconi. In Cause Marketing, he shares secrets and success stories of companies, individuals, and brands that have built or changed their public images significantly through association with a particular cause. His proven, step by step guidance is relevant for any size business, in any industry, with virtually any size budget.

Joe Marconi is a marketing communications consultant and writer with more than two decades of award-winning advertising, public relations, and marketing programs to his credit. He has represented organizations such as Arthur Andersen, the Chicago Board of Trade, Chrysler, Mitsubishi, and Xerox. He is also the author of ten books, including Crisis Marketing, The Brand Marketing Book, and Reputation Marketing. A frequent lecturer and marketing communications seminar leader throughout the U.S. and Canada, Marconi is particularly recognized for his expertise in brand marketing and crisis management. His writing has appeared in the International Herald Tribune, Chicago Tribune, Marketing News, American Demographics, and Adweek.