Good works!: marketing and corporate initiatives that build a better world ... and the bottom line

Description

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.;""Title Page""; ""Copyright""; ""Acknowledgments""; ""Part 1: Introduction""; ""Chapter 1: Good Intentions Aren't Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed""; ""What Is Good?""; ""What Are the Trends?""; ""Establishment of a Corporate Social Norm to Do Good""; ""What Are the Major Current Challenges to Doing Good?""; ""Chapter 2: Six Social Initiatives for Doing Well by Doing Good""; ""Starbucks""; ""Target Corporation""; ""Johnson & Johnson""; ""In Summary""; ""Part II: Marketing Driven Initiatives: Growing Sales and Engaging Customers"" ""Title Page"" ""Copyright"" ""Acknowledgments"" ""Part 1: Introduction"" ""Chapter 1: Good Intentions Aren't Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed"" ""What Is Good?"" ""What Are the Trends?"" ""Establishment of a Corporate Social Norm to Do Good"" ""What Are the Major Current Challenges to Doing Good?"" ""Chapter 2: Six Social Initiatives for Doing Well by Doing Good"" ""Starbucks"" ""Target Corporation"" ""Johnson & Johnson"" ""In Summary"" ""Part II: Marketing Driven Initiatives: Growing Sales and Engaging Customers"" ""Chapter 3: Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause""""Case #1: Chipotle Mexican Grillâ€"Strengthening Brand Positioning"" ""Case #2: PetSmartâ€"Building Traffic and Customer Loyalty"" ""Case #3: First Response and March of Dimesâ€"Creating Brand Preference with Target Markets"" ""Case #4 : Macy's and Reading Is Fundamentalâ€"Driving Sales"" ""Case #5: Farmers Insurance, Be a Hero for Babies Dayâ€"Strengthening Relationships"" ""Case #6: Food Network and Share Our Strengthâ€"Leveraging Media Assets"" ""Case #7: Pearson and Jumpstartâ€" Strengthening Corporate Image""""Keys to Success"" ""Case #8: Marks & Spencerâ€"Deriving Value from Nonprofit Partnerships"" ""Case #9: General Mills Yoplait Yogurtâ€"Building Equity, Loyalty, and Passion"" ""Case #10: LensCraftersâ€"Creating a Point of Differentiation"" ""Potential Concerns with Cause Promotion"" ""When Should Cause Promotion Be Considered?"" ""Developing a Cause Promotion Campaign Plan"" ""In Summary"" ""Chapter 4: Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions""