Good Works!: Marketing and Corporate Initiatives That Build a Better World...and the Bottom Line Hardcover - 2012 - 1st Edition
by Philip Kotler; David Hessekiel; Nancy R. Lee
From the rear cover
How to find your cause, create winning campaigns--and keep the cynics at bay!
People 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. Good Works! is a real-world guide written for the legions of well-intended professionals attempting the delicate balancing act of simultaneously generating financial and social dividends.
Purpose-driven marketing has moved from a nice-to-do to a must-do for businesses. Good Works! provides the actionable advice people need to integrate marketing and social initiatives into their firm's overarching business goals. It's a handbook that prepares corporate managers and staff to choose the most appropriate issues, best partners, and highest potential initiatives. For nonprofits and public sector agencies seeking corporate support, Good Works! offers the insights needed to create mutually beneficial partnerships. Its pages are full of step-by-step guidance on effectively executing marketing and corporate-level campaigns, including how to:
- Persuade consumers to join your company in supporting a good cause
- Support product sales and consumer engagement by linking them to donations
- Encourage and organize employees to donate their time and talents to your cause
- Change the way you do business to achieve a worthwhile social outcome
- Deal with the inevitable cynics and critics
From the jacket flap
How to find your cause, create winning campaigns--and keep the cynics at bay!
People 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. Good Works! is a real-world guide written for the legions of well-intended professionals attempting the delicate balancing act of simultaneously generating financial and social dividends.
Purpose-driven marketing has moved from a nice-to-do to a must-do for businesses. Good Works! provides the actionable advice people need to integrate marketing and social initiatives into their firm's overarching business goals. It's a handbook that prepares corporate managers and staff to choose the most appropriate issues, best partners, and highest potential initiatives. For nonprofits and public sector agencies seeking corporate support, Good Works! offers the insights needed to create mutually beneficial partnerships. Its pages are full of step-by-step guidance on effectively executing marketing and corporate-level campaigns, including how to:
- Persuade consumers to join your company in supporting a good cause
- Support product sales and consumer engagement by linking them to donations
- Encourage and organize employees to donate their time and talents to your cause
- Change the way you do business to achieve a worthwhile social outcome
- Deal with the inevitable cynics and critics
Details
- Title Good Works!: Marketing and Corporate Initiatives That Build a Better World...and the Bottom Line
- Author Philip Kotler; David Hessekiel; Nancy R. Lee
- Binding Hardcover
- Edition number 1st
- Edition 1
- Pages 288
- Volumes 1
- Language ENG
- Publisher Wiley
- Date 2012-06-05
- ISBN 9781118206683 / 1118206681
- Weight 1.06 lbs (0.48 kg)
- Dimensions 9.12 x 6.43 x 0.99 in (23.16 x 16.33 x 2.51 cm)
-
Themes
- Aspects (Academic): Business Aspects
- Library of Congress Catalog Number 2012004742
- Dewey Decimal Code 658.802
Media reviews
Citations
- Choice, 06/01/2013, Page 0
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