Your company's a success, thank you, and now you want to give something back. What should you do? Write a check? Start a foundation? Joe Marconi explains that cause marketing is all this and more. In cause marketing, you identify how your company can best make a contribution while leveraging its good deeds to improve business. This makes sense: people like to buy from companies that care. But it's not as easy as it sounds. How do you choose the right partner (or do you want a partner at all) and design a program? What are the potential pitfalls? Marconi's book is a primer, complete with ample real-world examples, on the principles of cause marketing, with insight on the challenge of taking credit without appearing phony or selfish. Although it is more rhetorical than practical, getAbstract.com recommends this book to senior executives who want to learn about the benefits - and drawbacks - of cause marketing.
In this summary, you will learn
- What cause marketing is;
- The basics of creating a cause marketing program; and
- How to minimize the adverse effects of a potential crisis related to your program.
About the Author
Writer, lecturer, seminar leader and marketing communications consultant Joe Marconi has more than two decades of award-winning advertising, public relations and marketing experience. Especially recognized for his expertise in brand marketing and crisis management, Marconi has represented organizations such as Chrysler, Mitsubishi, Xerox and the Chicago Board of Trade. He is the author of ten books, including Crisis Marketing and Reputation Marketing.
Comment on this summary
By the same author
Thomson Texere, 2004
Customers who read this summary also read
Gotham Books, 2015
Suhas Apte and Jagdish N. Sheth
University of Toronto Press, 2016
Kogan Page, 2016