Summary of Cause for Concern

Results-Oriented Cause Marketing

Thomson South-Western, more...

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Cause for Concern book summary
Philanthropy is not for corporations. All charitable giving should serve a business purpose.

Rating

7 Overall

7 Applicability

7 Innovation

6 Style

Recommendation

Stephen M. Adler explains how corporations can pair with charitable causes to enhance their visibility, goodwill and sales in this brief, straightforward book that includes illuminating case studies. Adler is realistic about the purposes of corporate philanthropy. He argues that it should always make business sense. He shows that nonprofits also are thinking of survival and growth: They use their causes to drive contributions and keep themselves in business. getAbstract recommends this book to marketers who want an overview of how corporations and charities can work together – for their mutual benefit and for that of society.

In this summary, you will learn

  • What benefits cause-related marketing offers
  • How to create a cause-related marketing campaign
  • Which companies have successful CRM campaigns
 

Summary

CRM is not Philanthropy
By working with a charitable organization that your customers support, your organization can use cause-related marketing (CRM) to strengthen its relationships with those customers. CRM is becoming increasingly popular. In 2001, CRM spending in the U.S. and Canada...
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About the Author

Stephen M. Adler has designed many cause-related marketing programs for corporations, including several Fortune 1000 companies.


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