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基本説明
【新聞掲載情報（日本語版）】日経新聞（2014年10月19日）
Full Description
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.
Contents
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
