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Cause related marketing is an idea whose time has come. Consumers are demanding greater accountability and responsibility from corporations. In an environment where price and quality are increasingly equal; where reputation and standing for something beyond the functional benefits of a product or service is all, brands are constantly competing for customer loyalty and consumer attention. Cause Related Marketing is one of the most exciting areas in marketing today which benefits both business and society.

Sue Adkins is one of the U.K.'s leading experts on cause-related marketing discusses cause related marketing in the context of marketing, management of corporate reputation, corporate social responsibility, corporate investment and philanthropy. Adkins and her team at Business in the Community have done more to define, identify and expose the benefits of cause-related marketing to businesses and causes in the U.K. than anyone else, and gathered her wisdom in this book.