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.
Material type: TextPublisher: Hoboken, N.J. : Wiley, c2012Bibliography: Includes bibliographical references and index.Description: vi, 282 p. : ill. ; 24 cm.ISBN: 9781118206683 (hardback); 1118206681 (hardback).Subject(s): Marketing -- Social aspects | Social responsibility of business | Relationship marketingDDC classification: 658.8/02 Other classification: BUS043000Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
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Two Weeks | Davenport Library Circulating Collection | Print-Circulating | 658.802 K848 2012 (Browse shelf(Opens below)) | Available | 34284003571742 |
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Includes bibliographical references and index.
Good intentions aren't enough: why some marketing and corporate social initiatives fail and others succeed -- Six social initiatives for doing well by doing good. -- Marketing Driven Initiatives: Growing Sales and Engaging Customers. Cause promoting: persuading consumers to join your company in a good cause ; Cause-related marketing: making contributions to causes based on product sales and consumer actions ; Corporate social marketing: supporting behavior change campaigns. -- Corporate-Driven Initiatives: Expressing and Advancing Your Company's Values and Objectives. Corporate philathropy: making a direct contribution to a cause ; Community volunteering: employees donating their time and talents ; Socially responsible business practices: changing how you conduct business to achieve social outcomes. -- Offense and Defense. Choosing a social problem to alleviate ; Selecting a social initiative to support the cause ; Developing social initiative programs ; Evaluating efforts ; Summary of best practices ; No good deed goes unpunished: dealing with cynics and critics. -- For Nonprofits and Public Sector Agencies Only. A marketing approach to winning corporate funding and support for social initiatives: ten recommendations.
Explains how social initiatives can help your business grow.
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