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Social Cause Marketing - The Regis Group Inc

Social Cause Marketing - The Regis Group Inc

“ QUO T ES

“ QUO T ES The 21st Century will be the century of the social sector organization. The more economy, money, and information become global, the more community will matter. And only the social sector nonprofit organization performs in the community, exploits its opportunities, mobilizes its local resources, and solves its problems. The leadership, competence, and management of the social sector nonprofit organization will thus largely determine the values, the vision, the cohesion, and the performance of the 21st Century society. Peter Drucker A social business is a profit-making company driven by a larger mission. It carries the energy and entrepreneurship of the private sector, raises capital through the market economy, and deals with products, services, customers, markets, expenses, and revenues ñ but with the profit-maximization principle replaced by the social-benefit principle. Muhammad Yunus Why are customers who say theyíre satisfied not necessarily repeat customers? Because satisfaction is a measure of what people say, whereas loyalty is a measure of what they actually do. Many managers still donít recognize this fundamental difference, so they use customer satisfaction and customer loyalty interchangeably, as though they were synonyms. Mark Klein and Arthur Einstein People rationalize buying decisions based on facts, but people make buying decisions based on feelings. GrokDotCom In marketing Iíve seen only one strategy that canít miss ñ and that is to market to your best customers first, your best prospects second and the rest of the world last. John Romero Conducting your business in a socially responsible way is good business. It means that you can attract better employees and that customers will know what you stand for and like you for it. M Anthony Burns A companyís brand has almost nothing to do with its products or services anymore. Branding is really a function of the dialogue between a company and its constituents. The more meaningful that dialogue, the stronger the brand. Larry Weber Customers think about products and markets very differently from the way products and markets are bundled and sold in the physical marketplace. Customers think in terms of activities, while firms think in terms of products. Activities that are logically related in cognitive space may be spread across very diverse providers in the marketplace. Mohanbir Sawhney If youíre attacking your market from multiple positions and your competition isnít, you have all the advantage and it will show up in your increased success and income. Jay Abraham A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets. Steve Jobs “ Marketing puts the public face on the brand. Customersí experiences are influenced by how the promise of the brand is delivered through the call center, distribution channels, billing and service departments ñ in short, the Brand-Customer Relationship. Scott Davis How to Reach Us... SEND YOUR FEEDBACK/ARTICLES TO The Editor The Icfai University Press 6-3-354/1, Stellar Sphinx, Road No. 1, Banjara Hills, Panjagutta, Hyderabad-034, Andhra Pradesh, India. Tel: +91(40) 23430-448 to 451 Fax: +91(40) 23430-447 E-mail: info@iupindia.org effexecutive@iupindia.org Website: www.iupindia.org ADVERTISEMENT ENQUIRIES David Wilson, Sr. Manager The Icfai University Press # 126, Mahalaxmi Towers Srinagar Colony, Hyderabad-500 073. Ph: +91(40)2342 3101 to 3105 Fax: +91(40)2342 3111 E-mail: advts@iupindia.org SUBSCRIPTION DETAILS By post By courier 1 year Rs. 940 Rs. 1,140 3 years Rs. 2,475 Rs. 3,075 5 years Rs. 3,000 Rs. 4,000 Payment to be made by crossed Demand Draft drawn in favor of “IUCF A/c-Hyderabad”, Hyderabad. Visa & MasterCard holders can subscribe online or fax their subscription order indicating their credit card number, name, amount, expiry date, duly signed. For subscriptions and related enquiries, write to: Executive, Subscriptions The Icfai University Press # 126, Mahalaxmi Towers Srinagar Colony, Hyderabad-500 073. Ph: +91(40)2342 3101 to 3105 Fax: +91(40)2342 3111 E-Mail: serv@iupindia.org SEPTEMBER 2009 4 EFFECTIVE EXECUTIVE

CON T ENT S Social Cause Marketing As a Tool Promotion of Social Responsibility .............. ......10 Social Cause Marketing The CSR Responsibility of B- Schools ............................ 17 The Noble and Necessary Job of a Manager Keys to Great Performance Management .................... 20 Cause Marketing A Historical and Critical Perspective ..................... 34 Surprising Facts About Prototypes Protracted Innovation... ..... 39 The Human Side of Business and Marketing Visible Efforts and Invisible Benefits ........................... 52 Motivations for Corporate Citizenship ........................................ 59 PERSPECTIVE The Moral of the Moment… Social-Cause Marketing .... 51 LEADERSHIP Women Leaders What Makes Them Successful ....................... 75 INTERVIEW WITH Features 28 Harish Bijoor 46 Richard M Earle 68 Tapan Mitra Platform ................................. 3 Quotes .................................. 4 Executive Brief....................... 6 SEPTEMBER 2009 5 EFFECTIVE EXECUTIVE

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