{"product_id":"good-works-9781118206683","title":"Good Works","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eBusinesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how!\u003c\/b\u003e  \u003cp\u003eMarketing 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.\u003c\/p\u003e \u003cp\u003eBusinesspeople 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. \u003ci\u003eGood Works\u003c\/i\u003e 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 \u003ci\u003eand\u003c\/i\u003e bottom-line business results.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eGood W\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003eAcknowledgments v\u003c\/p\u003e \u003cp\u003e\u003cb\u003eI Introduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Good Intentions Aren’t Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed 3\u003c\/p\u003e \u003cp\u003e2 Six Social Initiatives for Doing Well by Doing Good 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003eII Marketing Driven Initiatives: Growing Sales and Engaging Customers 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3 Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause 49\u003c\/p\u003e \u003cp\u003e4 Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions 82\u003c\/p\u003e \u003cp\u003e5 Corporate Social Marketing: Supporting Behavior Change Campaigns 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIII Corporate-Driven Initiatives: Expressing and Advancing Your Company’s Values and Objectives 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e6 Corporate Philanthropy: Making a Direct Contribution to a Cause 141\u003c\/p\u003e \u003cp\u003e7 Community Volunteering: Employees Donating Their Time and Talents 158\u003c\/p\u003e \u003cp\u003e8 Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomes 177\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIV Offense and Defense 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e9 Offense: Choosing a Social Problem to Alleviate 199\u003c\/p\u003e \u003cp\u003e10 Offense: Selecting a Social Initiative to Support the Cause 206\u003c\/p\u003e \u003cp\u003e11 Offense: Developing Social Initiative Programs 211\u003c\/p\u003e \u003cp\u003e12 Offense: Evaluating Efforts 217\u003c\/p\u003e \u003cp\u003e13 Summary of Best Practices 223\u003c\/p\u003e \u003cp\u003e14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics 228\u003c\/p\u003e \u003cp\u003e\u003cb\u003eV For Nonprofits and Public Sector Agencies Only 237\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e15 A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations 239\u003c\/p\u003e \u003cp\u003eNotes 253\u003c\/p\u003e \u003cp\u003eIndex 277\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406841389399,"sku":"9781118206683","price":18.69,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/good-works-9781118206683","provider":"Book Curl","version":"1.0","type":"link"}