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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
Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line (1118206681) cover image
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.

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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 Marketing: Supporting Behavior Change Campaigns 111

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

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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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June 04, 2012
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. 

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