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Brand Spirit: How Cause Related Marketing Builds Brands [Englisch] [Taschenbuch]

Hamish Pringle (Autor), Marjorie Thompson (Autor)
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Produktinformation

  • Taschenbuch: 306 Seiten
  • Verlag: John Wiley & Sons; Auflage: 1. Auflage (17. Januar 2001)
  • Sprache: Englisch
  • ISBN-10: 0471499447
  • ISBN-13: 978-0471499442
  • Größe und/oder Gewicht: 22 x 15 x 2 cm
  • Durchschnittliche Kundenbewertung: 5.0 von 5 Sternen  Alle Rezensionen anzeigen (1 Kundenrezension)
  • Amazon Bestseller-Rang: Nr. 475.924 in Englische Bücher (Siehe Top 100 in Englische Bücher)

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Hamish Pringle
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Produktbeschreibungen

Amazon.co.uk

Author Marjorie Thompson and Hamish Pringle of advertising agency Saatchi & Saatchi's Cause Related Marketing (CRM) arm Cause Connection, define CRM as "a strategic positioning and marketing tool which links a company or brand to a relevant social cause, for mutual benefit". It differs from both charity-related promotions and the traditional, incoherent list of corporate donations inspired by the chairman and his wife, in the strategic considerations that go into its planning and the extent to which it is communicated in advertising. It is as if someone has noticed that large companies tend to give away quite a lot of money in dribs and drabs and has said: "Hey, lets coordinate this so that we have an effect on the recipients and can get something in return for our investment."

In other words CRM has little to do with charity--which normally has a large dollop of selflessness attached--and everything to do with companies needs to stand out in a crowded market place. But that, according to Thompson and Pringle, is alright. In fact, it's more than alright; it is an idea whose time has come because consumers are ready for it. They have progressed from requiring rational benefits from their brands, through emotional benefits and now want spiritual benefits--hence the title Brand Spirit.

Whatever your view of corporate ethics, this is an excellent primer on the increasingly fashionable techniques of CRM. It places CRM in the context of current brand thinking and using dozens of detailed case studies to illustrate exactly how and why marketers should harness the power of CRM for their brand. Well written, thoroughly researched and compellingly argued, this is a valuable book for marketers and non-marketers, as well as fund raisers and those working in the charitable sector--indeed for anyone interested in how and why business communicates. --Alex Benady -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.

Amazon.com

Cause Related Marketing, or CRM, is an increasingly popular corporate practice that seeks to tie a company or brand to a charitable effort. Think promotions promising a percentage of sales to specific nonprofits, or advertising touting particular philanthropic programs in addition to products or services, and you get the idea. At its best, CRM aids charities (raising awareness as well as cash), businesses (associating them with authentic social benefits), and consumers (providing ways to acquire products or services while simultaneously making charitable contributions). At its worst, the process rings hollow and may actually serve to hurt the companies involved. Hamish Pringle, former vice chairman of marketing for Saatchi & Saatchi, and Marjorie Thompson, current director of the company's Cause Connection, believe any firm that's sincere can use CRM.

In Brand Spirit, they explain the way a number of such campaigns--including the American Express Charge Against Hunger, Avon's Breast Cancer Awareness Crusade, and Reebok's Human Rights Now! Tour--were developed to assist relevant programs as well as enhance corporate image. Pringle and Thompson show through these and other detailed case studies how mutually beneficial programs are devised and deployed, and what they can achieve. "Commercial enterprises will continue to see real benefits in helping ensure a harmonious balance between the stronger and weaker in society," they write, "and in structuring themselves to deliver the optimum blend of self-interested altruism to their communities." Their subsequent proposal is a solid blueprint for companies of all types and sizes that wish to demonstrate actively a genuine commitment to the concept of corporate social responsibility. --Howard Rothman. -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.

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Einleitungssatz
Cause Related Marketing (CRM) can be defined as a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit. Lesen Sie die erste Seite
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Win-Win 22. September 1999
Format:Gebundene Ausgabe
I find this book very easy to read and absorb. The ideas are practical and may very well deserve more attention. Along the lines of the theory of the Invisible hand, I think the world/society in general will be a better place if companies start thinking and implementing Cause Related Marketing. Also, as the authors relate both American and Uk case studies, it makes the book even more insightful on the subject of marketing in the international arena. Definately a good introductory reading on the subject matter.
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Amazon.com:  5 Rezensionen
3 von 3 Kunden fanden die folgende Rezension hilfreich
Doing Well by Doing Good 2. April 2001
Von Koil Rowland - Veröffentlicht auf Amazon.com
Format:Taschenbuch
This book is an eye-opener! Pringle and Thompson have given us a how-to manual on the art and science of cause related marketing. Solidly researched and documented, engagingly written, and replete with case studies from both sides of the Atlantic, Brand Spirit makes a convincing case for the efficacy and the ethics of doing well by doing good. No serious marketing practitioner can afford to remain uninformed about the cogent argument the book advances.

Koil Rowland, founder and retired CEO

Koil Rowland & Associates Jefferson City, Missouri, USA

8 von 11 Kunden fanden die folgende Rezension hilfreich
Win-Win 23. September 1999
Von Victor Loh - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
I find this book very easy to read and absorb. The ideas are practical and may very well deserve more attention. Along the lines of the theory of the Invisible hand, I think the world/society in general will be a better place if companies start thinking and implementing Cause Related Marketing. Also, as the authors relate both American and Uk case studies, it makes the book even more insightful on the subject of marketing in the international arena. Definately a good introductory reading on the subject matter.
1 von 1 Kunden fanden die folgende Rezension hilfreich
GREAT BOOK!!! 7. November 2009
Von S. Makarov - Veröffentlicht auf Amazon.com
Format:Kindle Edition|Von Amazon bestätigter Kauf
Though "Brand Spirit" is not an adventure book, I've read it in one breath. I'm taking a postgraduate course, and after reading this book I've decided to take Cause Related Marketing as the subject of my thesis. This is one of the most interesting and useful books I've ever read. It is rich with examples demonstrating how the company can make the world a better place and increase the profit at the same time, gain customer loyalty and build positive image by doing so. The book is very easy to read and it gives a lot of new ideas to think about. The "Brand Spirit" is definitely worth reading!
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