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

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

by Wiley
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Last refresh Aug/09/2018 12:07 AM
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EAN
9781118206683
ISBN
1118206681
Brand
Wiley
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 businessesExplains how to balance social and business goalsAuthor 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 PhilipKotler

With Good Works, you'll find that you can generatesignificant resources for your cause while achieving financialsuccess.

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