Good works! : marketing and corporate initiatives that build a better world--and the bottom line / Philip Kotler, David Hessekiel & Nancy R. Lee
By: Kotler, Philip
Contributor(s): Hessekiel, David | Lee, Nancy R.Call number: 658.802 K87G Material type: BookPublisher: Hoboken, N.J. : John Wiley & Sons, c2012 Description: vi, 282 p. : ill.ISBN: 9781118206683 (hbk.).Subject(s): Marketing -- Social aspects | Relationship marketing | Social responsibility of business
I. Introduction. 1, Good intentions aren't enough: why some marketing and corporate social initiatives fail and others succeed. 2, Six social initiatives for doing well by doing good -- II. Marketing driven initiatives: growing sales and engaging customers. 3, Cause promotion: persuading consumers to join your company in a good cause. 4, Cause-related marketing: making contributions to causes based on product sales and consumer actions. 5, Corporate social marketing: supporting behavior change campaigns -- III. Corporate-driven initiatives: expressing and advancing your company's values and objectives. 6, Corporate philanthropy: making a direct contribution to a cause. 7, Community volunteering: employees donating their time and talents. 8, Socially responsible business practices: changing how you conduct business to achieve social outcomes -- IV. Offense and defense. 9, Offense: choosing a social problem to alleviate. 10, Offense: selecting a social initiative to support the cause. 11, Offense: developing social initiative programs. 12, Offense: evaluating efforts. 13, Summary of best practices. 14, No good deed goes unpunished: dealing with cynics and critics -- V. For nonprofits and public sector agencies only. 15, A marketing approach to winning corporate funding and support for social initiatives: ten recommendations.