by Hamish Pringle, Marjorie Thompson · Wiley · tapa dura · ISBN 9780471987765
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«Brand Spirit» is the marketing essay by Hamish Pringle and Marjorie Thompson, published by Wiley in hardback (306 pages, in English).
It analyses cause-related marketing (CRM), which links a brand with a social cause for mutual benefit. Through cases such as McDonald's and the protection of tropical rainforests or BMW and fundraising against breast cancer, it shows how to increase customer loyalty, improve reputation and strengthen brand position.
The full subtitle of the work is «How Cause Related Marketing Builds Brands». The book falls within the business and economics categories.
For marketing and advertising professionals, and business students interested in brands with social commitment.
