Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line - Rilegato

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 President of the Cause Marketing Forum. Executives around the world turn towww.causemarketingforum.com for news, research and case studies and to access CMF's programs and publications. A Forbes, MediaPost and Huffington Post blogger, Hessekiel is a frequently quoted industry analyst and regularly speaks about cause marketing and Corporate Social Responsibility to business and NGO audiences.

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. This is the ninth book she has coauthored with Philip Kotler.

How to find your cause, create winning campaigns—and keep the cynics at bay!

People 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. Good Works! is a real-world guide written for the legions of well-intended professionals attempting the delicate balancing act of simultaneously generating financial and social dividends.

Purpose-driven marketing has moved from a nice-to-do to a must-do for businesses. Good Works! provides the actionable advice people need to integrate marketing and social initiatives into their firm's overarching business goals. It's a handbook that prepares corporate managers and staff to choose the most appropriate issues, best partners, and highest potential initiatives. For nonprofits and public sector agencies seeking corporate support, Good Works! offers the insights needed to create mutually beneficial partnerships. Its pages are full of step-by-step guidance on effectively executing marketing and corporate-level campaigns, including how to:

• Persuade consumers to join your company in supporting a good cause
• Support product sales and consumer engagement by linking them to donations
• Encourage and organize employees to donate their time and talents to your cause
• Change the way you do business to achieve a worthwhile social outcome
• Deal with the inevitable cynics and critics