# Cause Related Marketing: Who Cares Wins

- Link: https://fundraising.co.uk/books/cause-related-marketing-cares-wins/
- Published: 1999-10-10T19:46:00+01:00
- Author: Howard Lake

**Cause Related Marketing’s 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.

‘Cause Related Marketing’:

 * positions Cause Related Marketing in the context of marketing, corporate social
   responsibility and corporate community investment.
 * explores who cares and why, providing research analysis into corporate and consumer
   attitudes both in the UK and internationally.
 * uses The Business in the Community Cause Related Marketing Guidelines, written
   by Sue Adkins and introduced by HRH The Prince of Wales, providing an in depth
   exploration of the key principles and processes that go towards creating excellence
   in Cause Related Marketing.
 * includes vignettes and in depth case studies to provide illustrations of Cause
   Related Marketing through a spectrum of examples both national and international.

## About Sue Adkins

**Sue Adkins**, Director of the Business in the Community’s Cause Related Marketing
Campaign is acknowledged as an international expert. She is recognised as having
put Cause Related Marketing on the map in the UK and leading the drive to establish
Cause Related Marketing as an increasingly legitimate part of the marketing mix 
in the UK.

## Reviews

“Sue Adkins… has defined Cause Related Marketing in the UK. She has built the business
case for Cause Related Marketing for the benefit of both business and the wider 
community and has in fact been the leading campaigner in establishing Cause Related
Marketing as a legitimate part of the marketing mix. I recommend this book to you
and urge you to consider how the potential of Cause Related Marketing can be released
for the benefit of your organization and the wider community”
**Sir Dominic Cadbury**,
Chairman Cadbury Schweppes.

“Sue Adkins is a great expert in Cause Related Marketing and I commend her book 
to you….She has done more to define, identify, campaign and expose the business 
benefits of Cause Related Marketing for businesses and causes in the UK, than anyone
else.”
**Tim Mason** – Director, Tesco PLC