Good Works!

About the Book: Good Works!

Businesspeople who mix cause and commerce are often portrayed as sinners or saints: Either they are heartless, opportunistic corporate "cause washers" 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

Good Works! shows how businesses can do well by doing good, with contemporary examples from across the world.

Companies featured include:

General Electric

IBM

Nike

Starbucks

Johnson & Johnson

McDonald's

AT&T Wireless

Pearson

Marks and Spencer

Pedigree

Procter & Gamble

Kraft Foods

SUBWAY

Levi's

Lowe's

PepsiCo

Western Union

Pfizer

FedEx

Coca-Cola

Microsoft

About the Authors: Philip Kotler, David Hessekiel, Nancy Lee

Philip Kotler is one of the world's leading authorities on marketing, and his writing has defined marketing around the world for the past forty years. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management.

David Hessekiel is the founder and president of Cause Marketing Forum, Inc., the world's leading source of practical information on doing well by doing good. The annual CMF conference regularly attracts participants from across the country and around the world, to hear from and meet the rising stars in this field. Throughout the year, thousands of readers and listeners turn to CMF teleconferences, newsletters, workshops to expand their knowledge of cause marketing.

Nancy R. Lee is President of Social Marketing Services, Inc., an adjunct faculty at the University of Washington, has consulted with more than 100 nonprofit organizations, and has participated in the development of more than 50 social marketing campaign strategies for public sector agencies.