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082 0 0 _a658.8/02
_223
084 _aBUS043000
_2bisacsh
049 _aMAIN
100 1 _aKotler, Philip.
245 1 0 _aGood works :
_bmarketing and corporate initiatives that build a better world-- and the bottom line /
_cPhilip Kotler, David Hessekiel, Nancy Lee.
260 _aHoboken, New Jersey :
_bWiley,
_c2012.
300 _a1 online resource (vi, 282 pages) :
_billustrations
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
340 _gpolychrome.
_2rdacc
_0http://rdaregistry.info/termList/RDAColourContent/1003
347 _adata file
500 _aIncludes index.
520 _a"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"--
_cProvided by publisher
588 0 _aPrint version record and CIP data provided by publisher.
504 _aIncludes bibliographical references and index.
505 0 _aGood 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.
542 _fCopyright � John Wiley and Sons
_g2012
590 _aJohn Wiley and Sons
_bWiley Online Library: Complete oBooks
650 0 _aMarketing
_xSocial aspects.
650 0 _aSocial responsibility of business.
650 0 _aRelationship marketing.
650 6 _aMarketing
_xAspect social.
650 6 _aEntreprises
_xResponsabilit�e sociale.
650 6 _aMarketing relationnel.
650 7 _aBUSINESS & ECONOMICS
_xMarketing
_xGeneral.
_2bisacsh
650 7 _aMarketing
_xSocial aspects
_2fast
650 7 _aRelationship marketing
_2fast
650 7 _aSocial responsibility of business
_2fast
655 7 _adissertations.
_2aat
655 7 _aAcademic theses
_2fast
655 7 _aAcademic theses.
_2lcgft
655 7 _aTh�eses et �ecrits acad�emiques.
_2rvmgf
700 1 _aHessekiel, David,
_d1960-
700 1 _aLee, Nancy,
_d1945-
758 _ihas work:
_aGood works! (Text)
_1https://id.oclc.org/worldcat/entity/E39PCGgPKVjdDFkBqFBgbgYCKm
_4https://id.oclc.org/worldcat/ontology/hasWork
776 0 8 _iPrint version:
_aKotler, Philip.
_tGood works.
_dHoboken, N.J. : Wiley, 2012
_z9781118206683
_w(DLC) 2012004742
856 4 0 _uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781119205210
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