Index

Addicks, Mark

Alignment, strategic

Alliances, strategic. See Partnerships

Allstate

American Cancer Society

American Express

American Heart Association

American Legacy Foundation

American Red Cross

Anglian Water

Arthritis Foundation

Artinos, Yannis

Atkinson, Michelle

AT&T

Authenticity

Avon

Bank of America

Barneys New York

Behavior, changing

Benefits to promise

Ben & Jerry's

Best Buy

Bida, Craig

Body Shop, The

Bosch, Talya

Boston Beer Company, The

Boys & Girls Clubs of America

Brand:

awareness
defining
equity
identity
image
positioning
preference
switching

Brand Spirit (Pringle)

Breast cancer

Brennan, Linda

Browning, Charles

Campbell, Lisa

Cash gifts

Cause promotion initiatives

Ben & Jerry's
Chipotle Mexican Grill
Crest
developing campaign plan
and employee involvement
examples
Farmers Insurance
First Response
Food Network
General Mills and Yoplait Yogurt
Johnson & Johnson
LensCrafters
Macy's
major potential benefits from
Marks & Spencer
measuring and evaluating
Pearson
PetSmart
potential concerns with
Starbucks
successful
Target Corporation
when to consider

Cause-related marketing

American Express
AT&T
Avon
developing a campaign plan
examples of
General Mills
Johnson & Johnson
keys to success
Kraft Foods
major potential benefits from
measuring outcomes
and paid advertising
Pedigree
potential concerns
Procter & Gamble
product sales and consumer actions
and product ties
Sainsbury's
Starbucks
Subaru
Target Corporation
TELUS
TOMS Shoes
typical offer formats
when it should be considered ...

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