Good Works!: Marketing and Corporate Initiatives That Build a Better World...and the Bottom Line, Hardcover/Philip Kotler

Descriere

Description 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 tocreate a guide rich with actionable advice on integrating marketingand corporate social initiatives into your broader businessgoals. Businesspeople who mix cause and commerce are often portrayed aseither opportunistic corporate "causewashers" cynically exploitingnonprofits, or visionary social entrepreneurs for whom conductingtrade is just a necessary evil in their quest to create a betterworld. Marketing and corporate social initiatives requires adelicate balancing act between generating financial and socialdividends. Good Works is a book for business builders, not aCorporate Social Responsibility treatise. It is for capitalistswith the hearts and smarts to generate positive social impactsand bottom-line business results. Good Works is rich with actionable advice on integratingmarketing and corporate social initiatives into your broaderbusiness goals. Makes the case that purpose-driven marketing has moved from anice-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 authoritieson marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world's leading information source on how todo well by doing good; Nancy Lee is a corporate social marketingexpert, and has coauthored books on social marketing with Philip Kotler With Good Works, you'll find that you can generatesignificant resources for your cause while achieving financialsuccess. 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 Pres