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.
