Coverart for item
The Resource Good works! : marketing and corporate initiatives that build a better world-- and the bottom line, Philip Kotler, David Hessekiel & Nancy R. Lee

Good works! : marketing and corporate initiatives that build a better world-- and the bottom line, Philip Kotler, David Hessekiel & Nancy R. Lee

Label
Good works! : marketing and corporate initiatives that build a better world-- and the bottom line
Title
Good works!
Title remainder
marketing and corporate initiatives that build a better world-- and the bottom line
Statement of responsibility
Philip Kotler, David Hessekiel & Nancy R. Lee
Creator
Contributor
Subject
Language
eng
Summary
In this book the author, a marketing guru explains how social initiatives can help your business grow. 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. This 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. It contains actionable advice on integrating marketing and corporate social initiatives into broader business goals. It makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses, and explains how to balance social and business goals
Cataloging source
DLC
http://library.link/vocab/creatorName
Kotler, Philip
Illustrations
illustrations
Index
index present
LC call number
HF5415
LC item number
.K6246 2012
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
  • 1960-
  • 1945-
http://library.link/vocab/relatedWorkOrContributorName
  • Hessekiel, David
  • Lee, Nancy
http://library.link/vocab/subjectName
  • Marketing
  • Social responsibility of business
  • Relationship marketing
  • BUSINESS & ECONOMICS / Marketing / General
  • Marketing
  • Relationship marketing
  • Social responsibility of business
Label
Good works! : marketing and corporate initiatives that build a better world-- and the bottom line, Philip Kotler, David Hessekiel & Nancy R. Lee
Instantiates
Publication
Bibliography note
Includes bibliographical references (p. 253-276) and index
Contents
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 promotion: 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 : Offense: choosing a social problem to alleviate ; Offense: selecting a social initiative to support the cause ; Offense: developing social initiative programs ; Offense: 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
Control code
767563954
Dimensions
24 cm
Extent
vi, 282 p.
Isbn
9781118206683
Isbn Type
(hardback)
Lccn
2012004742
Other physical details
ill.
System control number
(OCoLC)767563954
Label
Good works! : marketing and corporate initiatives that build a better world-- and the bottom line, Philip Kotler, David Hessekiel & Nancy R. Lee
Publication
Bibliography note
Includes bibliographical references (p. 253-276) and index
Contents
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 promotion: 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 : Offense: choosing a social problem to alleviate ; Offense: selecting a social initiative to support the cause ; Offense: developing social initiative programs ; Offense: 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
Control code
767563954
Dimensions
24 cm
Extent
vi, 282 p.
Isbn
9781118206683
Isbn Type
(hardback)
Lccn
2012004742
Other physical details
ill.
System control number
(OCoLC)767563954

Library Locations

    • Copley LibraryBorrow it
      5998 Alcalá Park, San Diego, CA, 92110-2492, US
      32.771354 -117.193327
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