{"product_id":"good-works-marketing-and-corporate-initiatives-that-build-a-better-world-and-the-bottom-line-hardback-9781118206683","title":"Good Works!; Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line (Hardback) 9781118206683","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eGood Works!\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eMarketing and Corporate Initiatives that Build a Better World...and the Bottom Line\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003ePhilip Kotler (Author), David Hessekiel (Author), Nancy R. Lee (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781118206683, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 15 June 2012\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e288 pages\u003cbr\u003e22.6 x 15.2 x 1.8 cm, 0.499 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eBusinesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how!\u003c\/b\u003e \u003cp\u003eMarketing 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.\u003c\/p\u003e \u003cp\u003eBusinesspeople 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. \u003ci\u003eGood Works\u003c\/i\u003e 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 \u003ci\u003eand\u003c\/i\u003e bottom-line business results.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eGood Works\u003c\/i\u003e is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eMakes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses\u003c\/li\u003e \u003cli\u003eExplains how to balance social and business goals\u003c\/li\u003e \u003cli\u003eAuthor 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\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWith \u003ci\u003eGood Works\u003c\/i\u003e, you'll find that you can generate significant resources for your cause while achieving financial success.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eAcknowledgments v\u003c\/p\u003e \u003cp\u003e\u003cb\u003eI Introduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Good Intentions Aren’t Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed 3\u003c\/p\u003e \u003cp\u003e2 Six Social Initiatives for Doing Well by Doing Good 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003eII Marketing Driven Initiatives: Growing Sales and Engaging Customers 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3 Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause 49\u003c\/p\u003e \u003cp\u003e4 Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions 82\u003c\/p\u003e \u003cp\u003e5 Corporate Social Marketing: Supporting Behavior Change Campaigns 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIII Corporate-Driven Initiatives: Expressing and Advancing Your Company’s Values and Objectives 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e6 Corporate Philanthropy: Making a Direct Contribution to a Cause 141\u003c\/p\u003e \u003cp\u003e7 Community Volunteering: Employees Donating Their Time and Talents 158\u003c\/p\u003e \u003cp\u003e8 Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomes 177\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIV Offense and Defense 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e9 Offense: Choosing a Social Problem to Alleviate 199\u003c\/p\u003e \u003cp\u003e10 Offense: Selecting a Social Initiative to Support the Cause 206\u003c\/p\u003e \u003cp\u003e11 Offense: Developing Social Initiative Programs 211\u003c\/p\u003e \u003cp\u003e12 Offense: Evaluating Efforts 217\u003c\/p\u003e \u003cp\u003e13 Summary of Best Practices 223\u003c\/p\u003e \u003cp\u003e14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics 228\u003c\/p\u003e \u003cp\u003e\u003cb\u003eV For Nonprofits and Public Sector Agencies Only 237\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e15 A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations 239\u003c\/p\u003e \u003cp\u003eNotes 253\u003c\/p\u003e \u003cp\u003eIndex 277\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52501089222936,"sku":"9781118206683","price":17.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781118206683_103222.jpg?v=1786209274","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/good-works-marketing-and-corporate-initiatives-that-build-a-better-world-and-the-bottom-line-hardback-9781118206683","provider":"Freshly Printed Books","version":"1.0","type":"link"}