The good, the bad and the ugly of cause marketing [electronic resource] / Drew Neisser.
Material type: FilmSeries: Henry Stewart talksBusiness & management collection. Experiential marketing: Publisher: London : Henry Stewart Talks, 2009Description: 1 online resource (1 streaming video file (40 min.) : color, sound)Subject(s): Brand choice | Branding (Marketing)Online resources: Click here to access online | SeriesAnimated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Do well by doing good -- Consumers care -- The triple bottom line -- The six principles -- Start with sincere -- Avoid cause washing -- Anita Roddick -- A business with a cause -- Dynamic founders -- Product category relevance -- Product attribute relevance -- Target relevance -- Geographic relevance -- Create the compelling -- Share your story -- Earn your stripes campaign.
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Mode of access: World Wide Web.