Marketing guru Philip Kotler 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. 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.
With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success.
|Book:||Good Works: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line|
|Author:||Philip Kotler David Hessekiel Nancy Lee|
|Number of Pages:||256|
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