Kotler / Hessekiel / Lee Good Works!

Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line
1. Auflage 2012
ISBN: 978-1-118-22860-9
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 288 Seiten, E-Book

Businesses can do well by doing good -- Kotler, Hessekiel, andLee show you how!
Marketing guru Philip Kotler, cause marketing authority DavidHessekiel, and social marketing expert Nancy Lee have teamed up tocreate a guide rich with actionable advice on integrating marketingand corporate social initiatives into your broader businessgoals.
Businesspeople who mix cause and commerce are often portrayed aseither opportunistic corporate "causewashers" cynically exploitingnonprofits, or visionary social entrepreneurs for whom conductingtrade is just a necessary evil in their quest to create a betterworld. Marketing and corporate social initiatives requires adelicate balancing act between generating financial and socialdividends. Good Works is a book for business builders, not aCorporate Social Responsibility treatise. It is for capitalistswith the hearts and smarts to generate positive social impactsand bottom-line business results.
Good Works is rich with actionable advice on integratingmarketing and corporate social initiatives into your broaderbusiness goals.
* Makes the case that purpose-driven marketing has moved from anice-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 authoritieson marketing; David Hessekiel is founder and President of CauseMarketing Forum, the world's leading information source on how todo well by doing good; Nancy Lee is a corporate social marketingexpert, and has coauthored books on social marketing with PhilipKotler
With Good Works, you'll find that you can generatesignificant resources for your cause while achieving financialsuccess.

Autoren/Hrsg.

Kotler, Philip

Hessekiel, David

Lee, Nancy

Inhaltsverzeichnis

Acknowledgments v
I Introduction 1
1 Good Intentions Aren't Enough: Why Some Marketing andCorporate Social Initiatives Fail and Others Succeed 3
2 Six Social Initiatives for Doing Well by Doing Good 21
II Marketing Driven Initiatives: Growing Sales and EngagingCustomers 47
3 Cause Promotion: Persuading Consumers to Join Your Company ina Good Cause 49
4 Cause-Related Marketing: Making Contributions to Causes Basedon Product Sales and Consumer Actions 82
5 Corporate Social Marketing: Supporting Behavior ChangeCampaigns 111
III Corporate-Driven Initiatives: Expressing and AdvancingYour Company's Values and Objectives 139
6 Corporate Philanthropy: Making a Direct Contribution to aCause 141
7 Community Volunteering: Employees Donating Their Time andTalents 158
8 Socially Responsible Business Practices: Changing How YouConduct Business to Achieve Social Outcomes 177
IV Offense and Defense 197
9 Offense: Choosing a Social Problem to Alleviate 199
10 Offense: Selecting a Social Initiative to Support the Cause206
11 Offense: Developing Social Initiative Programs 211
12 Offense: Evaluating Efforts 217
13 Summary of Best Practices 223
14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics228
V For Nonprofits and Public Sector Agencies Only 237
15 A Marketing Approach to Winning Corporate Funding and Supportfor Social Initiatives: Ten Recommendations 239
Notes 253
Index 277

Über Autor(innen)

PHILIP KOTLER is one of the world's leading authorities on marketing, and his writing has defined marketing around the world for the past forty years. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management.
DAVID HESSEKIEL is President of the Cause Marketing Forum. Executives around the world turn towww.causemarketingforum.com for news, research and case studies and to access CMF's programs and publications. A Forbes, MediaPost and Huffington Post blogger, Hessekiel is a frequently quoted industry analyst and regularly speaks about cause marketing and Corporate Social Responsibility to business and NGO audiences.
NANCY R. LEE is President of Social Marketing Services, Inc., an adjunct faculty at the University of Washington, has consulted with more than 100 nonprofit organizations, and has participated in the development of more than 50 social marketing campaign strategies for public sector agencies. This is the ninth book she has coauthored with Philip Kotler.