Good works! : marketing and corporate initiatives that build a better world ... and the bottom line

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.;""Title Page""; ""Copyright""; ""Acknowledgments""; ""Part 1: Introduction""; ""Chapter 1: Good Intentions Aren't Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed""; ""What Is Good?""; ""What Are the Trends?""; ""Establishment of a Corporate Social Norm to Do Good""; ""What Are the Major Current Challenges to Doing Good?""; ""Chapter 2: Six Social Initiatives for Doing Well by Doing Good""; ""Starbucks""; ""Target Corporation""; ""Johnson & Johnson""; ""In Summary""; ""Part II: Marketing Driven Initiatives: Growing Sales and Engaging Customers"" Marketing Guru Philip Kotler Explains How Social Initiatives Can Help Your Business Growbusinesspeople 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--provided By Publisher. Good Intentions Aren't Enough: Why Some Marketing And Corporate Social Initiatives Fail And Others Succeed -- Six Social Initiatives For Doing Well By Doing Good. -- Marketing Driven Initiatives: Growing Sales And Engaging Customers. Cause Promoting: Persuading Consumers To Join Your Company In A Good Cause ; Cause-related Marketing: Making Contributions To Causes Based On Product Sales And Consumer Actions ; Corporate Social Marketing: Supporting Behavior Change Campaigns. -- Corporate-driven Initiatives: Expressing And Advancing Your Company's Values And Objectives. Corporate Philathropy: Making A Direct Contribution To A Cause ; Community Volunteering: Employees Donating Their Time And Talents ; Socially Responsible Business Practices: Changing How You Conduct Business To Achieve Social Outcomes. -- Offense And Defense. Choosing A Social Problem To Alleviate ; Selecting A Social Initiative To Support The Cause ; Developing Social Initiative Programs ; Evaluating Efforts ; Summary Of Best Practices ; No Good Deed Goes Unpunished: Dealing With Cynics And Critics. -- For Nonprofits And Public Sector Agencies Only. A Marketing Approach To Winning Corporate Funding And Support For Social Initiatives: Ten Recommendations. Philip Kotler, David Hessekiel & Nancy R. Lee. Includes Bibliographical References And Index.

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.

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. ""Title Page"" ""Copyright"" ""Acknowledgments"" ""Part 1: Introduction"" ""Chapter 1: Good Intentions Aren't Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed"" ""What Is Good?"" ""What Are the Trends?"" ""Establishment of a Corporate Social Norm to Do Good"" ""What Are the Major Current Challenges to Doing Good?"" ""Chapter 2: Six Social Initiatives for Doing Well by Doing Good"" ""Starbucks"" ""Target Corporation"" ""Johnson & Johnson"" ""In Summary"" ""Part II: Marketing Driven Initiatives: Growing Sales and Engaging Customers"" ""Chapter 3: Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause""""Case #1: Chipotle Mexican Grillâ€"Strengthening Brand Positioning"" ""Case #2: PetSmartâ€"Building Traffic and Customer Loyalty"" ""Case #3: First Response and March of Dimesâ€"Creating Brand Preference with Target Markets"" ""Case #4 : Macy's and Reading Is Fundamentalâ€"Driving Sales"" ""Case #5: Farmers Insurance, Be a Hero for Babies Dayâ€"Strengthening Relationships"" ""Case #6: Food Network and Share Our Strengthâ€"Leveraging Media Assets"" ""Case #7: Pearson and Jumpstartâ€" Strengthening Corporate Image""""Keys to Success"" ""Case #8: Marks & Spencerâ€"Deriving Value from Nonprofit Partnerships"" ""Case #9: General Mills Yoplait Yogurtâ€"Building Equity, Loyalty, and Passion"" ""Case #10: LensCraftersâ€"Creating a Point of Differentiation"" ""Potential Concerns with Cause Promotion"" ""When Should Cause Promotion Be Considered?"" ""Developing a Cause Promotion Campaign Plan"" ""In Summary"" ""Chapter 4: Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions"" "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"-- Provided by publisher Businesspeople who mix cause and commerce are often portrayed as sinners or saints: Either they are heartless, opportunistic corporate "causewashers" cynically exploiting nonprofits to make a buck, or they are visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Instead of black and white, the intersection of doing well and doing good is painted many shades of gray. Over the past 30 years, corporations have created numerous programs that generate significant resources for nonprofit partners while achieving business objectives. Stadiums could be filled with all the social entrepreneurs who've learned the hard way that a commitment to "doing the right thing" alone is not enough to guarantee commercial viability. Whether one works for a Fortune 500 behemoth or a start-up, cause marketing requires a delicate balancing act between what it takes to generate financial and social dividends. Cause marketing is not a panacea, but for many businesses it can yield tremendous returns. For many businesspeople, it can add tremendous personal satisfaction to a job well done. This is a cause MARKETING book, not a CSR treatise. It is meant for businesspeople who want their work to generate positive social impacts, but need to produce bottom line business results. Written in a practical, "were in this together" style, it makes the case that purpose-driven marketing has moved from a "nice to do" to a "must do" for businesses that want to thrive in today's marketplace. "Marketing guru Philip Kotler explains how social initiatives can help your business growBusinesspeople 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"-- Provided by publisher In this book the author, a marketing guru 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. This 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. It contains actionable advice on integrating marketing and corporate social initiatives into broader business goals. It makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses, and explains how to balance social and business goals