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Good Works! Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line
Philip Kotler, David Hessekiel, and Nancy Lee


9781118206683
Retail Price: $27.95
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Format: Hardcover, 288pp.
ISBN: 9781118206683
Publisher: Wiley
Pub. Date: June 5, 2012

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Description and Reviews
From 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.

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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About the Authors

Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He has been honored as one of the world's leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from twelve foreign universities. He is the author of over 40 books and over one hundred articles. He has been a consultant to IBM, General Electric, Sony, AT&T, Bank of America, Merck, Motorola, Ford, and others. The Financial Times included him in its list of the top 10 business thinkers. They cited his Marketing Management as one of the 50 best business books of all times.



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Table of Contents

 
Acknowledgmentsv
 
I Introduction1
1Good Intentions Aren’t Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed
2Six Social Initiatives for Doing Well by Doing Good
 
II Marketing Driven Initiatives: Growing Sales and Engaging Customers47
3Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause
4Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions
5Corporate Social Marketing: Supporting Behavior Change Campaigns
 
III Corporate-Driven Initiatives: Expressing and Advancing Your Company’s Values and Objectives139
6Corporate Philanthropy: Making a Direct Contribution to a Cause
7Community Volunteering: Employees Donating Their Time and Talents 158
8Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomes
 
IV Offense and Defense197
9Offense: Choosing a Social Problem to Alleviate
10Offense: Selecting a Social Initiative to Support the Cause
11Offense: Developing Social Initiative Programs
12Offense: Evaluating Efforts
13Summary of Best Practices
14No Good Deed Goes Unpunished: Dealing with Cynics and Critics
 
V For Nonprofits and Public Sector Agencies Only237
15A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations
 
Notes
Index



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