Cause Marketing

by Joe Marconi

Two-thirds of Americans report having greater trust in companies aligned with a social issue. Cause-related marketing programs not only enhance a company’s image but also increase employee satisfaction. Ninety percent of employees in companies with such programs report feeling proud of their company. Cause Marketing will show all businesses, regardless of size, how to work with a socially responsible organization, cause, or event to increase brand equity and consumer and employee loyalty, to differentiate their brands from competition, and to boost profits. Author Joe Marconi has created the most comprehensive book on this timely subject. Explaining how to implement a cause marketing program, he joins with the organization Business for Social Responsibility (BSR) and discusses never-before-published case studies, such as Mattel, Eddie Bauer, General Mills, and Starbucks. BSR is a global resource for companies seeking to sustain their commercial success in ways that demonstrate respect for ethical values, people, communities, and the environment.

240 pages, Hardcover

First published August 7, 2002