Good Works!

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 "e;causewashers"e; 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.

Businesses can do well by doing good -- Kotler, Hessekiel, andLee show you how!Marketing guru Philip Kotler, cause marketing authority DavidHessekiel, and social marketing expert Nancy Lee have teamed up tocreate a guide rich with actionable advice on integrating marketingand corporate social initiatives into your broader businessgoals.Businesspeople who mix cause and commerce are often portrayed aseither opportunistic corporate "causewashers" cynically exploitingnonprofits, or visionary social entrepreneurs for whom conductingtrade is just a necessary evil in their quest to create a betterworld. Marketing and corporate social initiatives requires adelicate balancing act between generating financial and socialdividends. Good Works is a book for business builders, not aCorporate Social Responsibility treatise. It is for capitalistswith the hearts and smarts to generate positive social impactsand bottom-line business results.Good Works is rich with actionable advice on integratingmarketing and corporate social initiatives into your broaderbusiness goals.* Makes the case that purpose-driven marketing has moved from anice-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 authoritieson marketing; David Hessekiel is founder and President of CauseMarketing Forum, the world's leading information source on how todo well by doing good; Nancy Lee is a corporate social marketingexpert, and has coauthored books on social marketing with PhilipKotlerWith Good Works, you'll find that you can generatesignificant resources for your cause while achieving financialsuccess.

Acknowledgments vI Introduction 11 Good Intentions Aren't Enough: Why Some Marketing andCorporate Social Initiatives Fail and Others Succeed 32 Six Social Initiatives for Doing Well by Doing Good 21II Marketing Driven Initiatives: Growing Sales and EngagingCustomers 473 Cause Promotion: Persuading Consumers to Join Your Company ina Good Cause 494 Cause-Related Marketing: Making Contributions to Causes Basedon Product Sales and Consumer Actions 825 Corporate Social Marketing: Supporting Behavior ChangeCampaigns 111III Corporate-Driven Initiatives: Expressing and AdvancingYour Company's Values and Objectives 1396 Corporate Philanthropy: Making a Direct Contribution to aCause 1417 Community Volunteering: Employees Donating Their Time andTalents 1588 Socially Responsible Business Practices: Changing How YouConduct Business to Achieve Social Outcomes 177IV Offense and Defense 1979 Offense: Choosing a Social Problem to Alleviate 19910 Offense: Selecting a Social Initiative to Support the Cause20611 Offense: Developing Social Initiative Programs 21112 Offense: Evaluating Efforts 21713 Summary of Best Practices 22314 No Good Deed Goes Unpunished: Dealing with Cynics and Critics228V For Nonprofits and Public Sector Agencies Only 23715 A Marketing Approach to Winning Corporate Funding and Supportfor Social Initiatives: Ten Recommendations 239Notes 253Index 277