EAN: 9781118206683

GOOD WORKS! - PHILIP KOTLER DAVID HESSEKIEL NAN...

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.

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