Good Works!: Marketing and Corporate Initiatives That Build a Better World... and the Bottom Line

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Good Works!: Marketing and Corporate Initiatives That Build a Better World... and the Bottom Line

Format:  Hardcover,

282 pages

Publisher: John Wiley & Sons Inc

Publish Date: Jun 2012

ISBN-13: 9781118206683

ISBN-10: 1118206681

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Book Information

The following content was provided by the publisher.
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 businessesExplains how to balance social and business goalsAuthor 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.

Specifications

Publisher: John Wiley & Sons Inc
Publish Date: Jun 2012
ISBN-13: 9781118206683
ISBN-10: 1118206681
Format: Hardcover
Number of Pages: 282
Shipping Weight (in pounds): 1.06
Product in Inches (L x W x H): 6.5 x 9.25 x 1.25

Chapter outline

Acknowledgmentsp. v
Introductionp. 1
Good Intentions Arent Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeedp. 3
Six Social Initiatives for Doing Well by Doing Goodp. 21
Marketing Driven Initiatives: Growing Sales and Engaging Customersp. 47
Cause Promotion: Persuading Consumers to Join Your Company in a Good Causep. 49
Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actionsp. 82
Corporate Social Marketing: Supporting Behavior Change Campaignsp. 111
Corporate-Driven Initiatives: Expressing and Advancing Your Companys Values and Objectivesp. 139
Corporate Philanthropy: Making a Direct Contribution to a Causep. 141
Community Volunteering: Employees Donating Their Time and Talentsp. 158
Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomesp. 177
Offense and Defensep. 197
Offense: Choosing a Social Problem to Alleviatep. 199
Offense: Selecting a Social Initiative to Support the Causep. 206
Offense: Developing Social Initiative Programsp. 211
Offense: Evaluating Effortsp. 217
Summary of Best Practicesp. 223
No Good Deed Goes Unpunished: Dealing with Cynics and Criticsp. 228
For Nonprofits and Public Sector Agencies Onlyp. 237
A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendationsp. 239

Book description

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.

Business people 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.

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