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Hessekiel, David

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

Hessekiel, David - Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line, ebook

27,80€

Ebook, ePUB with Adobe DRM
ISBN: 9781118240960
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Printing77 pages with an additional page accrued every 10 hours, capped at 77 pages
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Businesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how!

Marketing 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.

Businesspeople 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. Good Works 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 and bottom-line business results.

Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals.

  • Makes the case that purpose-driven marketing has moved from a nice-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 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

With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success.

Keywords: Business Ethics, Cause marketing, Good Works, Philip Kotler, David Hessekiel, Nancy Lee, CSR, positive social impacts, purpose-driven marketing, social dividends, causewashers,  , strategic philanthropy, cause related marketing, corporate philanthropy, cause promotion, Carol Cone, Cause Marketing Forum, Cause Marketing Halo Awards, corporate social responsibility, Save Lids to Save Lives, Box Tops for Education, Avon Breast Cancer Crusade, Subaru Share The Love, Huddle to Fight Hunger, PetSmart Charities, Be a Hero for Babies Day, Read for the Record, Marks &, Spencer Plan A, OneSight, Boorito, Feeding Children Better, Brewing the American Dream, Our World Our Family, BT Childline, social marketing, community volunteering, employee engagement, socially responsible business practices, cause promotion, corporate social initiative, Comic Relief, Pedigree Adoption Drive, pink washing, UBIT, Starbucks Shared Planet, Target Education, Johnson &, Johnson nurses

Author(s)
 
 
Publisher
John Wiley and Sons, Inc.
Publication year
2012
Language
en
Edition
1
Page amount
256 pages
Category
Economy
Format
Ebook
eISBN (ePUB)
9781118240960
Printed ISBN
9781118206683

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