The Marketing Book 5th Edition

A B C Off-line On-line 662 The Marketing Book expenditure is less than service and design. This is more typical for a traditiona ...

E-marketing 663 Of course, staff need to be trained and motivated whether they man the website, the telephones, the field sales ...

664 The Marketing Book website: is it controlled by marketing or by technical or some other function? Many web- sites actually d ...

E-marketing 665 Control Without control mechanisms, e-marketing depends on luck. It’s a bit like playing darts in the dark. How ...

On-line revenue contribution (direct and indirect), category penetration, costs and profitability. Business contribution: Lea ...

E-marketing 667 negative consumer reaction may reduce their effectiveness in future. Despite these chal- lenges, the significanc ...

668 The Marketing Book Plant, R. (2000) E-commerce Strategy, Financial Times/Pearson, Harlow, UK. Quelch, J. and Klein, L. (1996 ...

CHAPTER 26 Cause-related marketing: who cares wins SUE ADKINS Introduction Over seven years ago, when the cause-related marketin ...

670 The Marketing Book More recent interest in cause-related mar- keting is generally argued to stem from Amer- ican Express, wh ...

Cause-related marketing: who cares wins 671 Cause-related marketing in context Over the last five years, the context in which ca ...

672 The Marketing Book consumer outcry, or corporate recognition of the importance and business benefits of corpor- ate social r ...

Political bodies Organization Employees Suppliers and distributors Non- governmental organizations Pressure groups Consumers Opi ...

674 The Marketing Book messages, to direct mail and customer care. It is clearly the role of marketing to manage these interface ...

Cause-related marketing: who cares wins 675 The sense and reality of the power and empow- erment of the vigilante has been evide ...

676 The Marketing Book Models Increasingly, enlightened companies like Tesco, Centrica, Lever Faberg ́e (Adkins, 1999a, Chap- te ...

Cause-related marketing: who cares wins 677 accrued on all sides. It is not appropriate, for instance, for the business or the b ...

678 The Marketing Book ships with customers or supporters, whether as a charity, cause or business, are crucial and should be gu ...

Cause-related marketing: who cares wins 679 completion, to cause-related marketing as an incentive for a mortgage product. Cause ...

680 The Marketing Book foreign currency. This currency is then donated to a variety of charities, which in BA’s case is UNICEF. ...

Cause-related marketing: who cares wins 681 This whole area is covered in great detail in Adkins (1998, 1999a). It is only possi ...