Good Works!

Philip Kotler 지음

Wiley 2012년 05월 22일 출간

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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 quot;causewashersquot; 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 businessesExplains how to balance social and business goalsAuthor 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 KotlerWith Good Works, you'll find that you can generate significant resources for your cause while achieving financial success.

목차

Acknowledgments vI Introduction 11 Good Intentions Aren&'t Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed 32 Six Social Initiatives for Doing Well by Doing Good 21II Marketing Driven Initiatives: Growing Sales and Engaging Customers 473 Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause 494 Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions 825 Corporate Social Marketing: Supporting Behavior Change Campaigns 111III Corporate-Driven Initiatives: Expressing and Advancing Your Company&'s Values and Objectives 1396 Corporate Philanthropy: Making a Direct Contribution to a Cause 1417 Community Volunteering: Employees Donating Their Time and Talents 1588 Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomes 177IV Offense and Defense 1979 Offense: Choosing a Social Problem to Alleviate 19910 Offense: Selecting a Social Initiative to Support the Cause 20611 Offense: Developing Social Initiative Programs 21112 Offense: Evaluating Efforts 21713 Summary of Best Practices 22314 No Good Deed Goes Unpunished: Dealing with Cynics and Critics 228V For Nonprofits and Public Sector Agencies Only 23715 A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations 239Notes 253Index 277

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저자(글) Philip Kotler

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PHILIP KOTLER is one of the world#39;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 #38; Son Distinguished Professor of International Marketing at Northwestern University#39;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#39;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.