Philip Kotler, David Hessekiel, Nancy Lee

Good Works!

Marketing and Corporate Initiatives That Build a Better World...and the Bottom Line

• Gebundenes Buch

Produktbeschreibung

Businesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how!

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.

Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 1W118206680
• 1. Auflage
• Seitenzahl: 288
• Erscheinungstermin: 5. Juni 2012
• Englisch
• Abmessung: 235mm x 157mm x 20mm
• Gewicht: 484g
• ISBN-13: 9781118206683
• ISBN-10: 1118206681
• Artikelnr.: 34754843

Autorenporträt

PHILIP KOTLER is one of the world's leading authorities on marketing, and his writing has defined marketing around the world for the past forty years. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. DAVID HESSEKIEL is President of the Cause Marketing Forum. Executives around the world turn towww.causemarketingforum.com for news, research and case studies and to access CMF's programs and publications. A Forbes, MediaPost and Huffington Post blogger, Hessekiel is a frequently quoted industry analyst and regularly speaks about cause marketing and Corporate Social Responsibility to business and NGO audiences. NANCY R. LEE is President of Social Marketing Services, Inc., an adjunct faculty at the University of Washington, has consulted with more than 100 nonprofit organizations, and has participated in the development of more than 50 social marketing campaign strategies for public sector agencies. This is the ninth book she has coauthored with Philip Kotler.

Inhaltsangabe

Acknowledgments v I Introduction 1 1 Good Intentions Aren't Enough: Why
Some Marketing and Corporate Social Initiatives Fail and Others Succeed 3 2
Six Social Initiatives for Doing Well by Doing Good 21 II Marketing Driven
Initiatives: Growing Sales and Engaging Customers 47 3 Cause Promotion:
Persuading Consumers to Join Your Company in a Good Cause 49 4
Cause-Related Marketing: Making Contributions to Causes Based on Product
Sales and Consumer Actions 82 5 Corporate Social Marketing: Supporting
Behavior Change Campaigns 111 III Corporate-Driven Initiatives: Expressing
and Advancing Your Company's Values and Objectives 139 6 Corporate
Philanthropy: Making a Direct Contribution to a Cause 141 7 Community
Volunteering: Employees Donating Their Time and Talents 158 8 Socially
Responsible Business Practices: Changing How You Conduct Business to
Achieve Social Outcomes 177 IV Offense and Defense 197 9 Offense: Choosing
a Social Problem to Alleviate 199 10 Offense: Selecting a Social Initiative
to Support the Cause 206 11 Offense: Developing Social Initiative Programs
211 12 Offense: Evaluating Efforts 217 13 Summary of Best Practices 223 14
No Good Deed Goes Unpunished: Dealing with Cynics and Critics 228 V For
Nonprofits and Public Sector Agencies Only 237 15 A Marketing Approach to
Winning Corporate Funding and Support for Social Initiatives: Ten
Recommendations 239 Notes 253 Index 277