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

Kotler

Couverture rigide

ISBN 10 : 1118206681 ISBN 13 : 9781118206683

Editeur : Wiley, 2012

Synopsis

Unusual book

A propos du livre

Présentation de l'éditeur :

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.

Quatrième de couverture :

How to find your cause, create winning campaigns and keep the cynics at bay!

Good Works!shows how businesses can do well by doing good, with contemporary examples from across America and around the world. Companies featured include:

• General Electric
• IBM
• Nike
• Seventh Generation
• Starbucks
• Ben & Jerry′s
• Whole Foods Market
• Johnson & Johnson
• Campbell Soup Company
• Bristol–Myers Squibb
• Mattel
• McDonald′s
• AT&T Wireless
• Target
• Chipotle Mexican Grill
• DuPont
• First Response
• Macy′s
• Farmers Insurance
• Food Network
• Pearson
• Marks and Spencer
• General Mills
• LensCrafters
• TOMS Shoes
• Sainsbury′s
• Avon
• Pedigree
• Procter & Gamble
• Subaru
• TELUS
• Kraft Foods
• SUBWAY
• Levi′s
• Best Buy
• Energizer
• Allstate
• Clorox
• Miron Construction
• V/Line
• Lowe′s
• Anglian Water
• PepsiCo
• The Boston Beer Company
• Western Union
• Pfizer
• ConAgra Foods
• Sellen Construction
• FedEx
• Patagonia
• Coca–Cola
• Microsoft

À propos de cette édition

• Éditeur: Wiley
• Date d'édition: 2012
• ISBN 10: 1118206681
• ISBN 13: 9781118206683
• Reliure: Relié
• Nombre de pages: 288