Маркетинг. Общие вопросы

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Brand Spirit: How Cause Related Marketing Builds Brands

Автор: Hamish Pringle, Marjorie Thompson
Год: 2001
Издание: John Wiley and Sons, Ltd
Страниц: 306
ISBN: 0471499447
Outlines what Cause Related Marketing (CRM) is, how it works, and how it can be used as an effective marketing tool for brands. Explains CRMs place in the context of branding as a whole, drawing on relevant case histories, the author's own experience to demonstrate how a marketer can harness the power of CRM.
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