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The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy by Kim Ann King

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B. An Examination of the Marketing Communications Tools and Techniques Used by Akamai Technologies During Its Sponsorship of NetAid

In July of 1999, I joined Akamai Technologies as the Marketing Programs Manager to help market Akamai’s sponsorship of NetAid. What follows is my experience of that endeavor and a powerful story of how a B2B company can use cause marketing to serve its objectives. “Cause marketing” refers to for-profit businesses and non-profit organizations teaming up for a common cause. I specifically wanted to share this case study not only because it was one of the most exciting projects I’ve ever worked on, but also because NetAid was an excellent example of how cause marketing can help both companies and their non-profit partners ...

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