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Corporate Social Responsibility : Doing the Most Good for Your Company and Your Cause

ISBN: 9780471476115 | 0471476110
Edition: 1st
Format: Hardcover
Publisher: WILEY
Pub. Date: 12/13/2004

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SummaryTable of ContentsAuthor Biography
Praise for CORPORATE SOCIAL RESPONSIBILITY "This comprehensive perspective on corporate social responsibility answers tough questions about the value of social initiatives for companies, investors, employees, and customers." -Sandra Taylor Senior Vice President, Corporate Social Responsibility, Starbucks Coffee Company "Brilliant . . . an important compilation of great work done by great companies. Corporate Social Responsibility examines the most innovative business practices and leaders of our time who are discovering the pathways that conver... MORE
Acknowledgmentsvii
Introductionix
1 The Case for Doing at Least Some Good
1(21)
... MORE
2 Corporate Social Initiatives: Six Options for Doing Good
22(27)
3 Corporate Cause Promotions: Increasing Awareness and Concern for Social Causes
49(32)
4 Cause-Related Marketing: Making Contributions to Causes Based on Product Sales
81(33)
5 Corporate Social Marketing: Supporting Behavior Change Campaigns
114(30)
6 Corporate Philanthropy: Making a Direct Contribution to a Cause
144(31)
7 Community Volunteering: Employees Donating Their Time and Talents
175(32)
8 Socially Responsible Business Practices: Discretionary Business Practices and Investments to Support Causes
207(28)
9 Twenty-five Best Practices for Doing the Most Good for the Company and the Cause
235(27)
10 A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations262(15)
Notes277(20)
Index297
PHILIP KOTLER is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. One of the world's top authorities on marketing, he is also the author of thirty-five books, including Marketing Insights from A to Z, also from Wiley.

NANCY LEE, MBA, is President of Social Marketing Services, Inc., and a marketing professional with more than twenty years of experience. She is an adjunct faculty member at the University of Washington and Seattle University where she teaches marketing.



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