Cause-related marketing programmes not only enhance a company's image but also increase employee satisfaction. Ninety percent of employees in companies with such programmes report feeling proud of their company. Cause Marketing will show businesses, regardless of size, how to work with a socially responsible organisation, cause, or event to increase brand equity and consumer and employee loyalty, to differentiate their brands from competition, and to boost profits. Cause Marketing draws important distinctions between a business embracing a cause and the broader issues relating to social responsibility. The book also presents: - Guidelines for, and examples of, individuals and companies aligning themselves with causes that advance their business interests and promote public welfare. - Damage control scenarios and how to respond when a cause with which a company is associated is the subject of scandal or negative publicity. - When and how local, national, or international causes work to the subject's advantage. By focusing on an umbrella-marketing plan, Marconi outlines what a commitment to socially responsible business and marketing mean in terms of a company's image, reputation, ma