Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

ISBN: 978-1-118-20668-3
288 pages
June 2012
US $27.95 Add to Cart

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Business & Finance

June 04, 2012
Hoboken, NJ

Simultaneously Drive Your Cause and Your Profits—The Ultimate Win-Win

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.

In their new book, Good Works! Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line (Wiley, June 2012) marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee discuss the delicate business of cause marketing and provide case studies and advice for creating strategic cause marketing initiatives that make a positive impact on society while simultaneously generating financial.

Conceptualizing, creating, executing, and evaluating marketing and corporate social initiatives is challenging work. This book is intended to be a practical management guide for the executives tasked with allocating scarce resources to strategically craft policies and programs that do good for their companies and their communities," says Hessekiel. “Good Works! combines the best of real world experience drawn from academic analysis and dozens of case examples from leading companies and organizations, including Starbuck’s, Target, Johnson & Johnson, Chipotle Mexican Grill, Marks & Spencer, the March of Dimes, Reading is Fundamental, UNICEF and many others."

The book provides corporate managers with step-by-step guidance on effectively executing marketing and corporate-level campaigns, including how to:

  • Choose the most appropriate issues, best partners, and highest potential initiatives
  • 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
  • And for nonprofits and public sector agencies seeking corporate support, Good Works! offers the insights needed to create mutually beneficial partnerships.

In addition, the authors explore six types of social initiatives including cause promotion, cause-related marketing, corporate social marketing, corporate philanthropy workforce volunteering and socially responsible business practices, bringing each distinction to life with case studies and examples of companies that have done them well and advice for implementing them in any organization.

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!, businesses will find that they can simultaneously elevate your cause and your profits—the ultimate win-win.