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

Resource Information

The instance Good works! : marketing and corporate initiatives that build a better world-- and the bottom line, Philip Kotler, David Hessekiel & Nancy R. Lee represents a material embodiment of a distinct intellectual or artistic creation found in University of San Diego Libraries.

Image

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Label

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

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

Instantiates

• Good works! : marketing and corporate initiatives that build a better world-- and the bottom line

Publication

• Hoboken, N.J., Wiley, c2012

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.

Record ID

.b34902053

System control number

(OCoLC)767563954