Good works [electronic resource] : marketing and corporate initiatives that build a better world- and the bottom line / Philip Kotler, David Hessekiel, & Nancy R. Lee.
By: Kotler, Philip.
Contributor(s): Hessekiel, David | Lee, Nancy | ebrary, Inc.
Material type:
BookPublisher: Hoboken, N.J. : Wiley, 2012Description: vi, 282 p. : ill. (some col.).Subject(s): Marketing -- Social aspects | Social responsibility of business | Relationship marketingGenre/Form: Electronic books.DDC classification: 658.8/02 Online resources: An electronic book accessible through the World Wide Web; click to view | Item type | Current location | Collection | Call number | URL | Copy number | Status | Date due | Item holds |
|---|---|---|---|---|---|---|---|---|
E-book
|
IUKL Library | Subscripti | http://site.ebrary.com/lib/kliuc/Doc?id=10580203 | 1 | Available |
Includes bibliographical references and index.
pt. 1. Introduction -- pt. 2. Marketing driven initiatives : growing sales and engaging customers -- pt. 3. Corporate-driven initiatives : expressing and advancing your company's values and objectives -- pt. 4. Offense and defense -- pt. 5. For nonprofits and public sector agencies only.
"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.
Electronic reproduction. Palo Alto, Calif. : ebrary, 2011. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.
There are no comments for this item.