New ways of marketing are being developed to satisfy a public demand for 'good corporate citizenship'.

Cause Related Marketing (CRM) has been hailed as an "effective way of enhancing corporate image, differentiating products and increasing both sales and loyalty" by Dominic Cadbury, chairman of Cadbury Schweppes.

CRM is being championed by Saatchi & Saatchi, London, UK, whose vice chairman and director of marketing Hamish Pringle and director of cause connection Marjorie Thompson have written a book on the subject. The book is available through www.wiley.com