A cause related marketing programme (CRM) represents the quickest and most cost-effective way to acquire the necessary "credo" to enhance brand position. This book looks at the business benefits of CRM, and how ethical branding can impact business strategy, using relevant case histories.[...]
Cause Related Marketing (CRM) is a technique used by companies to build a relationship or partnership with a "good cause" for mutual benefit. This book explains the concept of CRM and its place within the context of thinking on branding.[...]