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ISBN: 0793152585Издательство: Dearborn Trade, a Kaplan Professional Company
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...