Description
Book SynopsisAn inspiring and practical look inside the mind of Bill Novelli, one of the founders of social marketing, Good Business challenges all of us to change the world for the better and is a blueprint for tackling today's critical issues. From his humble beginnings selling soap in a sales training program to his rapid rise in the fast-paced New York advertising scene, Bill Novelli was well on his way to becoming a leader in the hypercompetitive business world. But it wasn't long before he became disillusioned with the drive for profits at any cost. He knew that his marketing skills made those companies successful, but what good did that success do for the world? That question sent him on a career path that involved taking the marketing and communication tactics long used by big businesses and applying them to social change. He found that this strategy was not only good for the world but also good for business. In Good Business, Novelli begins with his early career success in Mad Menera mar
Trade ReviewGood Business shows how to make a career in communications both a way of making a living, and of making the world a better place.
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O'Dwyer'sGood Business—a blend of autobiography and plea for corporations to have and heed a conscience—evokes the Novellian drive, clarity, and respect.
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The Pennsylvania GazetteTable of ContentsForeword, by Jim Clifton
Foreword, by Jo Ann Jenkins
Introduction
Chapter 1. Finding My Purpose: From Selling Soap to Selling Causes
Chapter 2. Purposeful Work: Building a Purpose-Based Company and Applying Social Impact around the World
Chapter 3. Fighting the Tobacco Wars, Then and Now
Chapter 4. AARP and the Brawl to Get Prescription Drugs into Medicare
Chapter 5. The Best Offense Is a Good Defense: Battling over the Future of Social Security
Chapter 6. The Opportunities and Challenges of Our Rapidly Aging Society
Chapter 7. Blending Profit and Purpose: Building an Academic Center for Today's and Tomorrow's Leaders
Chapter 8. Your Purpose: People and Organizations Making a Difference
Chapter 9. What Do We Owe Our Grandchildren?
Acknowledgments
Index
