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Good works! : marketing and corporate initiatives that build a better world-- and the bottom line

In this book the author, a marketing guru 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. This 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. It contains actionable advice on integrating marketing and corporate social initiatives into broader business goals. It makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses, and explains how to balance social and business goals.

Availability

Detail Information

Series Title

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Call Number

658.802 Kot g

Publisher

Hoboken : Wiley., 2012

Collation

282 p. ; 24 cm.

Language

ISBN/ISSN

9788126536665

Classification

658.802

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

MARKETING
Social responsibility of business
Relationship marketing
Social marketing
MARKETING -- SOCIAL ASPECTS

Specific Detail Info

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Statement of Responsibility

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Other version/related

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