The Marketing Book 5th Edition

682 The Marketing Book embrace the partnership is a priority from the outset. The chairman, board, non-executive directors, shar ...

Cause-related marketing: who cares wins 683 seen. The audit also serves as a useful basis for the later stages of negotiations a ...

684 The Marketing Book These are just some of the potential legal instruments that could impact and be relevant to a cause-relat ...

Cause-related marketing: who cares wins 685 must be legal, decent, honest and truthful, the key concepts that should form the fo ...

686 The Marketing Book  Media coverage.  Effect on reputation, image and/or awareness.  Effect on usage and/or attitude/favou ...

Cause-related marketing: who cares wins 687 are, alongside the customer, the ‘hero’ for the school in the community. The store m ...

688 The Marketing Book internal communications. Most importantly it has directly benefited our community and our customers, the ...

Cause-related marketing: who cares wins 689 million for UK breast cancer charities since This money has helped to fund both the ...

690 The Marketing Book British Gas has sought to address the issue of fuel poverty and excess winter deaths through a holistic p ...

Cause-related marketing: who cares wins 691 so does the appreciation of the potential of cause-related marketing (Adkins, 2001): ...

692 The Marketing Book Cause-related marketing is one highly effec- tive way of making an organization’s corporate social respon ...

Cause-related marketing: who cares wins 693 Adkins, S. (Winter 1998–Spring 2001) Cause Related Marketing News, Business in the C ...

CHAPTER 27 Social marketing LYNN MacFADYEN, MARTINE STEAD and GERARD HASTINGS Introduction The term social marketing was first c ...

Social marketing 695 social, as well as an individual, dimension. This phenomenon is most clearly demonstrated by the epidemiolo ...

696 The Marketing Book Journal of Marketing, ‘Social marketing: an approach to planned social change’. This was the first time t ...

Social marketing 697 with social marketing often being equated with social advertising. Correcting these misappre- hensions is a ...

698 The Marketing Book objectives of the two activities: non-profit mar- keters are ultimately concerned with the suc- cess and ...

Social marketing 699 More recent definitions have begun to discuss the key role of long-term relationships in social marketing ( ...

700 The Marketing Book marketing does not occur unless there are two or more parties, each with something to exchange, and both ...

Situation Analysis Market segmentation and targeting Set objectives Marketing mix: Product Price Promotion Place M A R K E T / ...