Rent 9781118206683 | Good Works! : Marketing and Corporate Initiatives That Build a Better World... And the Bottom L... | Kotler, Philip; Hessekiel, David; Lee, Nancy @knetbooks.com

Summary Table of Contents Author Biography

Businesspeople who mix cause and commerce are often portrayed as sinners or saints: Either they are heartless, opportunistic corporate "causewashers" cynically exploiting nonprofits to make a buck, or they are visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Instead of black and white, the intersection of doing well and doing good is painted many shades of gray. Over the past 30 years, corporations have created numerous programs that generate significant resources for non... MOREprofit partners while achieving business objectives. Stadiums could be filled with all the social entrepreneurs who've learned the hard way that a commitment to "doing the right thing" alone is not enough to guarantee commercial viability. Whether one works for a Fortune 500 behemoth or a start-up, cause marketing requires a delicate balancing act between what it takes to generate financial and social dividends. Cause marketing is not a panacea, but for many businesses it can yield tremendous returns. For many businesspeople, it can add tremendous personal satisfaction to a job well done. This is a cause MARKETING book, not a CSR treatise. It is meant for businesspeople who want their work to generate positive social impacts, but need to produce bottom line business results. Written in a practical, "we're in this together" style, it makes the case that purpose-driven marketing has moved from a "nice to do" to a "must do" for businesses that want to thrive in today's marketplace.

Marketing guru Philip Kotler explains how social initiatives can help your business grow 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 worlds leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the worlds 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, youll 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! Good Works!shows how businesses can do well by doing good, with contemporary examples from across America and around the world. Companies featured include: General Electric IBM Nike Seventh Generation Starbucks Ben & Jerry#39;s Whole Foods Market Johnson & Johnson#60;/li> Campbell Soup Company Bristol-Myers Squibb Mattel McDonald's AT&T Wireless#60;/li> Target Chipotle Mexican Grill DuPont First Response Macy's Farmers Insurance Food Network Pearson Marks and Spencer General Mills LensCrafters TOMS Shoes Sainsbury's Avon Pedigree Procter & Gamble#60;/li> Subaru TELUS Kraft Foods SUBWAY Levi's Best Buy Energizer Allstate Clorox Miron Construction V/Line Lowe's Anglian Water PepsiCo The Boston Beer Company Western Union Pfizer ConAgra Foods Sellen Construction FedEx Patagonia Coca-Cola Microsoft

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.

Acknowledgments v

I Introduction 1

1 Good Intentions Aren’t Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed 3

2 Six Social Initiatives for Doing Well by Doing Good 21

II Marketing Driven Initiatives: Growing Sales and Engaging Customers 47

3 Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause 49

4 Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions 82

5 Corporate Social Marke... MORE

III Corporate-Driven Initiatives: Expressing and Advancing Your Company’s Values and Objectives 139

6 Corporate Philanthropy: Making a Direct Contribution to a Cause 141

7 Community Volunteering: Employees Donating Their Time and Talents 158

8 Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomes 177

IV Offense and Defense 197

9 Offense: Choosing a Social Problem to Alleviate 199

10 Offense: Selecting a Social Initiative to Support the Cause 206

11 Offense: Developing Social Initiative Programs 211

12 Offense: Evaluating Efforts 217

13 Summary of Best Practices 223

14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics 228

V For Nonprofits and Public Sector Agencies Only 237

15 A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations 239

Notes 253

Index 277

PHILIP KOTLER is one of the world's leading authorities on marketing, and his writing has defined marketing around the world for the past forty years. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management.

DAVID HESSEKIEL is President of the Cause Marketing Forum. Executives around the world turn towww.causemarketingforum.com for news, research and case studies and to access CMF's programs and publications. A Forbes, MediaPost and Huffington Post blogger, Hessekiel is a frequently quoted industry analyst and regularly speaks about cause marketing and Corporate Social Responsibility to business and NGO audiences.

NANCY R. LEE is President of Social Marketing Services, Inc., an adjunct faculty at the University of Washington, has consulted with more than 100 nonprofit organizations, and has participated in the development of more than 50 social marketing campaign strategies for public sector agencies. This is the ninth book she has coauthored with Philip Kotler.

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