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Brand spirit : how cause related marketing builds brands / Hamish Pringle and Marjorie Thompson.

By: Contributor(s): Material type: TextTextPublication details: Chichester : Wiley, c1999.Description: xxiii, 281p. : ill., facsims., ports. ; 24 cmISBN:
  • 9780471987765:
  • 047198776X
  • 0471499447
  • 9780471499442
Subject(s): DDC classification:
  • 658.8 21
LOC classification:
  • .P75 1999
Contents:
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 and 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 and 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'
Holdings
Item type Current library Call number Status Date due Barcode
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) Available 84138

30.00

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 and 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 and 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'

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