Brand Spirit: How Cause Related Marketing Builds Brands Год выпуска: 2001Автор: Hamish Pringle, Marjorie ThompsonИздательство: John Wiley and Sons, LtdСтраниц: 306ISBN: 0-47149-944-7Описание 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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