This textbook uses a case study approach to present a variety of cause-related marketing campaigns that have been developed by companies, and NGOs. These innova

Cause Related Marketing's time has come. Consumers are demanding greater accountability and responsibility from corporations. In an environment where price and

Brand Spirit examines the business benefits of cause related marketing and demonstrates how a marketeer can harness these benefits and power to promote a produc

The role of Corporate Social Responsibility in the business world has developed from a fig leaf marketing front into an important aspect of corporate behavior o

This book captures the exciting potential for business and nonprofits to partner for mutual benefit and discovery. Cause marketing aligns nonprofits and busines