Summary of Cause Marketing

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

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Cause Marketing book summary
Cause marketing: how you can do good business by doing good works.


9 Overall

9 Applicability

9 Innovation

7 Style


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, 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.


Give and You Shall Receive
Corporate philanthropy long has been standard practice for many companies. While it traditionally involved monetary contributions to favorite charities, companies are now realizing that their good deeds can be incorporated into their overall marketing plans. ...
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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.

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