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.
How to find your cause, create winning campaigns--and keep the cynics at bay!
People 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. Good Works! is a real-world guide written for the legions of well-intended professionals attempting the delicate balancing act of simultaneously generating financial and social dividends.
Purpose-driven marketing has moved from a nice-to-do to a must-do for businesses. Good Works! provides the actionable advice people need to integrate marketing and social initiatives into their firm's overarching business goals. It's a handbook that prepares corporate managers and staff to choose the most appropriate issues, best partners, and highest potential initiatives. For nonprofits and public sector agencies seeking corporate support, Good Works! offers the insights needed to create mutually beneficial partnerships. Its pages are full of step-by-step guidance on effectively executing marketing and corporate-level campaigns, including how to:
- Persuade consumers to join your company in supporting a good cause
- Support product sales and consumer engagement by linking them to donations
- Encourage and organize employees to donate their time and talents to your cause
- Change the way you do business to achieve a worthwhile social outcome
- Deal with the inevitable cynics and critics
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. With
Good Works!, you'll find that you can simultaneously elevate your cause and your profits--the ultimate win-win.
