Good works : marketing and corporate initiatives that build a better world-- and the bottom line /

• Κύριος συγγραφέας: Kotler, Philip
• Άλλοι συγγραφείς: Hessekiel, David, 1960-, Lee, Nancy, 1945-
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Hoboken, N.J. : Wiley, 2012.
• Θέματα: Marketing > Social aspects.; Social responsibility of business.; Relationship marketing.; BUSINESS & ECONOMICS / Marketing / General.; Electronic books.

"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 conductin...

Πίνακας περιεχομένων:

• 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 philanthropy: 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.