Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

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Product Details

ISBN-13: 9781118206683
Publisher: Wiley
Publication date: 06/05/2012
Pages: 288
Sales rank: 717,595
Product dimensions: 6.10(w) x 9.10(h) x 1.10(d)

About the Author

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.

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Table of Contents

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

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Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line 5 out of 5 based on 0 ratings. 1 reviews.
RolfDobelli More than 1 year ago
David Hessekiel, Nancy R. Lee – both leading experts on marketing and social programing – and marketing guru Philip Kotler joined forces to write a practical guide to implementing effective corporate social initiatives. The authors explain what corporate social responsibility (CSR) is and how its landscape has changed over the last 20-odd years. They suggest how to establish the best relationship between your firm’s goals and the goals of a charitable campaign. Then they identify six types of initiatives and add illustrative case studies to show how each one works. The examples are interesting, relatable and moving. getAbstract recommends this guide to marketing executives, PR representatives, corporate donors and nonprofit professionals. But beware: You may become so inspired that you’ll want to jump right in.