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

ISBN-10: 1118206681

ISBN-13: 9781118206683

Edition: 2012

List price: $22.99
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Description:

Businesspeople who mix cause and commerce are often portrayed as sinners or saints:  Either they are heartless, opportunistic corporate "causewashers" cynically exploiting nonprofits to make a buck, or they are visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world.Instead of black and white, the intersection of doing well and doing good is painted many shades of gray.  Over the past 30 years, corporations have created numerous programs that generate significant resources for nonprofit partners while achieving business objectives.  Stadiums could be filled with all the social entrepreneurs who've learned the hard way that a commitment to "doing the right thing" alone is not enough to guarantee commercial viability.  Whether one works for a Fortune 500 behemoth or a start-up, cause marketing requires a delicate balancing act between what it takes to generate financial and social dividends.  Cause marketing is not a panacea, but for many businesses it can yield tremendous returns.  For many businesspeople, it can add tremendous personal satisfaction to a job well done.This is a cause MARKETING book, not a CSR treatise.  It is meant for businesspeople who want their work to generate positive social impacts, but need to produce bottom line business results.  Written in a practical, "we’re in this together" style, it makes the case that purpose-driven marketing has moved from a "nice to do" to a "must do" for businesses that want to thrive in today's marketplace. 
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Book details

List price: $22.99
Copyright year: 2012
Publisher: John Wiley & Sons, Limited
Publication date: 6/15/2012
Binding: Hardcover
Pages: 288
Size: 6.50" wide x 9.25" long x 1.25" tall
Weight: 1.056
Language: English

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the world. In addition to his academic research and teaching, Professor Schultz maintains an active schedule of training and consulting with organizations interested in developing and implementing principles of social marketing. He has worked on projects for a variety of organizations, including the Environmental Protection Agency, National Institute of General Medical Science, National Institute of Justice, Keep America Beautiful, California Integrated Waste Management Board, and Opower. His work has been featured in Business Week, the NY Times, BBC International, National Public Radio, Time Magazine, and numerous other media outlets.Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Chicago. Kellogg was voted the �Best Business School� for six years in Business Week�s survey of United States business schools. It is also rated as the �Best Business School for the Teaching of Marketing.� Professor Kotler has significantly contributed to Kellogg�s success through his many years of research and teaching there.He received his master�s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.Professor Kotler is the author of Marketing Management, the most widely adopted marketing book in MBA programs; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; High Visibility; Social Marketing; Marketing Places; Marketing for Hospitality and Tourism; Museum Strategy and Marketing; Standing Room Only; The Marketing of Nations, and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best-article awards.He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and member of the Copernicus Advisory Board. He has been a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation.

Acknowledgments
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
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