Kotler / Lee Corporate Social Responsibility

Doing the Most Good for Your Company and Your Cause
1. Auflage 2011
ISBN: 978-1-118-04577-0
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 320 Seiten, E-Book

Today, corporations are expected to give something back to their communities in the form of charitable projects. In Corporate Social Responsibility, Philip Kotler, one of the world's foremost voices on business and marketing, and coauthor Nancy Lee explain why charity is both good P.R. and good for business. They show business leaders how to choose social causes, design charity initiatives, gain employee support, and evaluate their efforts. They also provide all the best practices and cutting-edge ideas that leaders need to maximize their contributions to social causes and do the most good. With personal stories from twenty-five business leaders from socially responsible companies, this is the bible for today's good corporate citizen.

Autoren/Hrsg.

Kotler, Philip

Lee, Nancy

Inhaltsverzeichnis

Acknowledgments.
Introduction.
1. The Case for Doing at Least Some Good.
2. Corporate Social Initiatives: Six Options for Doing Good.
3. Corporate Cause Promotions: Increasing Awareness and Concernfor Social Causes.
4. Cause-Related Marketing: Making Contributions to Causes Basedon Product Sales.
5. Corporate Social Marketing: Supporting Behavior ChangeCampaigns.
6. Corporate Philanthropy: Making a Direct Contribution to aCause.
7. Community Volunteering: Employees Donating Their Time andTalents.
8. Socially Responsible Business Practices: DiscretionaryBusiness Practices and Investments to Support Causes.
9. Twenty-five Best Practices for Doing the Most Good for theCompany and the Cause.
10. A Marketing Approach to Winning Corporate Funding andSupport for Social Initiatives: Ten Recommendations.
Notes.
Index.

Über Autor(innen)

PHILIP KOTLER is the S. C. Johnson Distinguished Professor ofInternational Marketing at Northwestern University's Kellogg Schoolof Management. One of the world's top authorities on marketing, heis also the author of thirty-five books, including MarketingInsights from A to Z, also from Wiley.
NANCY LEE, MBA, is President of Social Marketing Services, Inc.,and a marketing professional with more than twenty years ofexperience. She is an adjunct faculty member at the University ofWashington and Seattle University where she teaches marketing.