When a profitable and a non-profitable organization come together for a cause and to market a product or image, they indulge in Cause Related Marketing (CRM). Now, companies can use philanthropy to get a competitive edge over their rivals and win their customers’ respect, loyalty and goodwill. This book explains the need for CRM with relation to sales promotion, corporate reputation management, corporate philanthropy and customer loyalty. It will be very useful for fund-raisers, brand managers, marketing professionals and non-profitable agencies.
ABOUT THE AUTHOR Shantanu Ghosh
Shantanu Ghosh holds a B.Tech in Chemical Engineering from IIT Kharagpur and a PGDM from IIM Lucknow. He is also a qualified Cost Accountant. He has spent over 15 years working for various information technology companies like PCL and HCL Hewlett Packard Ltd., in India and in Singapore. He helped set up the Globsyn Business School in Kolkata in 2001. He is currently working as Head, Magnus School of Business, Hyderabad. His areas of interest include marketing management, business strategy, services marketing and integrated marketing communications.
ABOUT THE AUTHOR Venkata Nimeesha Posa
Venkata Nimeesha Posa has done her PGDBA from Siva Sivani Institute of Management, Hyderabad, India. She is currently working as an Analyst with Deloitte. Prior to this she has worked as Research Associate in Icfai Books, a division of the Icfai University Press. She has co-edited a few books, published by Icfai Books. Her research interests include business performance measurement, competitive advantage, cross-cultural management, branding and business law.
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