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04022aam a22004454a 4500 001 A3FA5B54513811E59CA43ED4DAD10320 003 SILO 005 20150902010140 008 120201s2012 njua b 001 0 eng 010 $a 2012004742 020 $a 1118206681 (hardback) 020 $a 9781118206683 (hardback) 035 $a (OCoLC)767563954 040 $a DLC $b eng $c DLC $d YDX $d BTCTA $d BDX $d UKMGB $d YDXCP $d BWX $d OCLCO $d IG# $d CDX $d NSB $d OCLCF $d FYQ $d CGN $d HL6 $d SILO 042 $a pcc 050 00 $a HF5415 $b .K6246 2012 082 00 $a 658.8/02 $2 23 084 $a BUS043000 $2 bisacsh 100 1 $a Kotler, Philip. 245 10 $a Good works! : $b marketing and corporate initiatives that build a better world-- and the bottom line / $c Philip Kotler, David Hessekiel & Nancy R. Lee. 260 $a Hoboken, N.J. : $b Wiley, $c c2012. 300 $a vi, 282 p. : $b ill. ; $c 24 cm. 504 $a Includes bibliographical references and index. 505 0 $a Introduction : Good intentions aren't enough: why some marketing and corporate social initiatives fail and others succeed ; Six social initiatives for doing well by doing good -- Marketing driven initiatives: growing sales and engaging customers : Cause promotion: persuading consumers to join your company in a good cause ; Cause-related marketing: making contributions to causes based on product sales and consumer actions ; Corporate social marketing: supporting behavior change campaigns -- Corporate-driven initiatives: expressing and advancing your company's values and objectives : Corporate philanthropy: making a direct contribution to a cause ; Community volunteering: employees donating their time and talents ; Socially responsible business practices: changing how you conduct business to achieve social outcomes -- Offense and defense : Offense: choosing a social problem to alleviate ; Offense: selecting a social initiative to support the cause ; Offense: developing social initiative programs ; Offense: evaluating efforts ; Summary of best practices ; No good deed goes unpunished: dealing with cynics and critics -- For nonprofits and public sector agencies only : A marketing approach to winning corporate funding and support for social initiatives: ten recommendations. 520 $a In this book the author, a marketing guru 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. This 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. It contains actionable advice on integrating marketing and corporate social initiatives into broader business goals. It makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses, and explains how to balance social and business goals. 650 0 $a Marketing $x Social aspects. 650 0 $a Social responsibility of business. 650 0 $a Relationship marketing. 650 7 $a BUSINESS & ECONOMICS / Marketing / General. $2 bisacsh 650 7 $a Marketing $x Social aspects. $2 fast $0 (OCoLC)fst01010246 650 7 $a Relationship marketing. $2 fast $0 (OCoLC)fst01093590 650 7 $a Social responsibility of business. $2 fast $0 (OCoLC)fst01122851 700 1 $a Hessekiel, David, $d 1960- 700 1 $a Lee, Nancy, $d 1945- 856 42 $3 Cover image $u http://catalogimages.wiley.com/images/db/jimages/9781118206683.jpg 941 $a 2 952 $l PQAX094 $d 20231214035902.0 952 $l GAAX314 $d 20150902015523.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=A3FA5B54513811E59CA43ED4DAD10320 994 $a C0 $b HL6Initiate Another SILO Locator Search