How can the 'Respect Campaign' - FIFA/CIES International ...

- Table of Contents -About the authors ...................................................................................................................... ivAcknowledgements .................................................................................................................... vAbbreviations ........................................................................................................................... viiMethodology ............................................................................................................................. ixIntroduction ................................................................................................................................ 1CHAPTER 1: CSR – A brief overview and campaign theoryI. CSR – An overview ............................................................................................................. 3A. Introduction ................................................................................................................................ 3B. Current application of CSR......................................................................................................... 4C. Cause related marketing – CRM ................................................................................................. 6D. Main advantages for corporations through applying CSR activity............................................. 7E. Legal approaches ........................................................................................................................ 9II. Campaign theory .............................................................................................................. 11A. Introduction .............................................................................................................................. 11B. ‘Integrated communication’ ...................................................................................................... 121) Definition of ‘integrated communication’ ............................................................................ 132) Planning process .................................................................................................................. 133) Organization and operation ................................................................................................. 144) Integration on the personnel level ........................................................................................ 14C. ‘Business campaigning’ ............................................................................................................ 141) Definition of ‘business campaigning’ .................................................................................. 152) Focus on planning processes ............................................................................................... 15a. Normative level ........................................................................................................ 15b. Strategic level .......................................................................................................... 15c. Operational level ..................................................................................................... 15d. Tactical level ............................................................................................................ 16D. ‘Integrated communication’ or ‘business campaigning’? ......................................................... 16CHAPTER 2: CSR in sports and analysis of UEFA’s StakeholdersI. CSR in sports ..................................................................................................................... 17A. National federations .................................................................................................................. 17i