Cause related marketing : who cares wins

Part one - Cause related marketing in context Introduction Cause related marketing defined How cause related marketing has developed Cause related marketing in the context of corporate social responsibility Cause related marketing in the context of corporate reputation Cause related marketing in the context of corporate community investment Cause related marketing in the context of marketing Impact on society Part two - Who cares, why care? Introduction Why the chief executive should care Why marketing should care Why community affairs should care Why human resources should care Partners not patrons why charities and causes should care Part three - Application of cause related marketing Cause related marketing models Case studies International case studies Lessons to learn Part four - Towards Excellence - the principles and the process A case study scenario The key principles and processes Planning and preparation Negotiating the partnership The formal agreement Managing the programme Communication Monitoring, measurement and evaluation Part five - The way forward The future of cause related marketing