Detailansicht
Good Works
Marketing and Corporate Initiatives that Build a Better World... and the Bottom Line
ISBN/EAN: 9781118206683
Umbreit-Nr.: 3204673
Sprache:
Englisch
Umfang: 288 S.
Format in cm: 2.5 x 23.5 x 16
Einband:
gebundenes Buch
Erschienen am 15.06.2012
Auflage: 1/2012
- Zusatztext
- Marketing guru Philip Kotler explains how social initiatives can help your business grow 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.
- Kurztext
- 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 * BristolMyers 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 * CocaCola * Microsoft
- Autorenportrait
- 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 President of the Cause Marketing Forum. Executives around the world turn towww.causemarketingforum.com for news, research and case studies and to access CMF'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.