Good works : marketing and corporate initiatives that build a better world-- and the bottom line /
Kotler, Philip.
Good works : marketing and corporate initiatives that build a better world-- and the bottom line / Philip Kotler, David Hessekiel, Nancy Lee. - Hoboken, New Jersey : Wiley, 2012. - 1 online resource (vi, 282 pages) : illustrations -
Includes index.
Includes bibliographical references and index.
Good intentions aren't enough: why some marketing and corporate social initiatives fail and others succeed -- Six social initiatives for doing well by doing good. -- Marketing Driven Initiatives: Growing Sales and Engaging Customers. Cause promoting: persuading consumers to join your company in a good cause ; Cause-related marketing: making contributions to causes based on product sales and consumer actions ; Corporate social marketing: supporting behavior change campaigns. -- Corporate-Driven Initiatives: Expressing and Advancing Your Company's Values and Objectives. Corporate philanthropy: making a direct contribution to a cause ; Community volunteering: employees donating their time and talents ; Socially responsible business practices: changing how you conduct business to achieve social outcomes. -- Offense and Defense. Choosing a social problem to alleviate ; Selecting a social initiative to support the cause ; Developing social initiative programs ; Evaluating efforts ; Summary of best practices ; No good deed goes unpunished: dealing with cynics and critics. -- For Nonprofits and Public Sector Agencies Only. A marketing approach to winning corporate funding and support for social initiatives: ten recommendations.
"Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Businesspeople who mix cause and commerce are often portrayed as either opportunistic corporate 'causewashers' cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a Corporate Social Responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results. Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses Explains how to balance social and business goals Author Philip Kotler is one of the world's leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world's leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success"--
9781118206683 1118206681 9781119205210 1119205212 9781280679070 1280679077
9786613656001 9781118240960
365600 MIL 8230CBF7-4C4D-42DC-BC5D-11D1F19AC1B1 OverDrive, Inc. http://www.overdrive.com
2012007008
GBB220701 bnb
016039309 Uk
Marketing--Social aspects.
Social responsibility of business.
Relationship marketing.
Marketing--Aspect social.
Entreprises--Responsabilit�e sociale.
Marketing relationnel.
BUSINESS & ECONOMICS--Marketing--General.
Marketing--Social aspects
Relationship marketing
Social responsibility of business
dissertations.
Academic theses
Academic theses.
Th�eses et �ecrits acad�emiques.
HF5415
658.8/02
Good works : marketing and corporate initiatives that build a better world-- and the bottom line / Philip Kotler, David Hessekiel, Nancy Lee. - Hoboken, New Jersey : Wiley, 2012. - 1 online resource (vi, 282 pages) : illustrations -
Includes index.
Includes bibliographical references and index.
Good intentions aren't enough: why some marketing and corporate social initiatives fail and others succeed -- Six social initiatives for doing well by doing good. -- Marketing Driven Initiatives: Growing Sales and Engaging Customers. Cause promoting: persuading consumers to join your company in a good cause ; Cause-related marketing: making contributions to causes based on product sales and consumer actions ; Corporate social marketing: supporting behavior change campaigns. -- Corporate-Driven Initiatives: Expressing and Advancing Your Company's Values and Objectives. Corporate philanthropy: making a direct contribution to a cause ; Community volunteering: employees donating their time and talents ; Socially responsible business practices: changing how you conduct business to achieve social outcomes. -- Offense and Defense. Choosing a social problem to alleviate ; Selecting a social initiative to support the cause ; Developing social initiative programs ; Evaluating efforts ; Summary of best practices ; No good deed goes unpunished: dealing with cynics and critics. -- For Nonprofits and Public Sector Agencies Only. A marketing approach to winning corporate funding and support for social initiatives: ten recommendations.
"Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Businesspeople who mix cause and commerce are often portrayed as either opportunistic corporate 'causewashers' cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a Corporate Social Responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results. Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses Explains how to balance social and business goals Author Philip Kotler is one of the world's leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world's leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success"--
9781118206683 1118206681 9781119205210 1119205212 9781280679070 1280679077
9786613656001 9781118240960
365600 MIL 8230CBF7-4C4D-42DC-BC5D-11D1F19AC1B1 OverDrive, Inc. http://www.overdrive.com
2012007008
GBB220701 bnb
016039309 Uk
Marketing--Social aspects.
Social responsibility of business.
Relationship marketing.
Marketing--Aspect social.
Entreprises--Responsabilit�e sociale.
Marketing relationnel.
BUSINESS & ECONOMICS--Marketing--General.
Marketing--Social aspects
Relationship marketing
Social responsibility of business
dissertations.
Academic theses
Academic theses.
Th�eses et �ecrits acad�emiques.
HF5415
658.8/02
