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 non-profits, 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 co-authored 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.
Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line| Philip Kotler (Author), David Hessekiel (Author), Nancy Lee (Author)| Wiley
Table of Contents
Part I Introduction
Chapter 1. Good Intentions Aren’t Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed
Chapter 2. Six Social Initiatives for Doing Well by Doing Good
Part II Marketing Driven Initiatives: Growing Sales and Engaging Customers
Chapter 3. Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause
Chapter 4. Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions
Chapter 5. Corporate Social Marketing: Supporting Behavior Change Campaigns
Part III Corporate-Driven Initiatives: Expressing and Advancing Your Company’s Values and Objectives
Chapter 6. Corporate Philanthropy: Making a Direct Contribution to a Cause
Chapter 7. Community Volunteering: Employees Donating Their Time and Talents
Chapter 8. Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomes
Part IV Offense and Defense
Chapter 9. Offense: Choosing a Social Problem to Alleviate
Chapter 10. Offense: Selecting a Social Initiative to Support the Cause
Chapter 11. Offense: Developing Social Initiative Programs
Chapter 12. Offense: Evaluating Efforts
Chapter 13. Summary of Best Practices
Chapter 14. No Good Deed Goes Unpunished: Dealing with Cynics and Critics
Part V For Nonprofits and Public Sector Agencies Only
Chapter 15. A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations
Notes
Index
LINK FOR THE BOOK
