616
- For further reading on cause-related mar-
keting, see P. Rajan Varadarajan and Anil
Menon, “Cause-Related Marketing: A Co-
Alignment of Marketing Strategy and
Corporate Philanthropy,”Journal of Mar-
keting, July 1988, pp. 58–74. - Material adapted from Thomas L. Harris,
“PR Gets Personal,”Direct Marketing, April
1994, pp. 29-32.
71. See Dwight W. Catherwood and Richard
L. Van Kirk, The Complete Guide to Special
Event Management(New York: John Wi-
ley, 1992).
72. Arthur M. Merims, “Marketing’s Stepchild:
Product Publicity,”Harvard Business Re-
view, November–December 1972, pp.
111–12. Also see Katerine D. Paine, “There
Is a Method for Measuring PR,”Marketing
News, November 6, 1987, p. 5.