Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause

Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause


Yazar Kotler Lee
Yayınevi John Wiley & Sons
ISBN 9780471476115
Baskı yılı 2004
Sayfa sayısı 320
Ağırlık 0,51 kg
Edisyon 1
Stok durumu Tükendi   

Today, corporations are expected to give something back to their communities in the form of charitable projects. In Corporate Social Responsibility, Philip Kotler, one of the worlds foremost voices on business and marketing, and coauthor Nancy Lee explain why charity is both good P.R. and good for business. They show business leaders how to choose social causes, design charity initiatives, gain employee support, and evaluate their efforts. They also provide all the best practices and cutting-edge ideas that leaders need to maximize their contributions to social causes and do the most good. With personal stories from twenty-five business leaders from socially responsible companies, this is the bible for todays good corporate citizen.
1 The case for doing at least some good 1
2 Corporate social initiatives : six options for doing good 22
3 Corporate cause promotions : increasing awareness and concern for social causes 49
4 Cause-related marketing : making contributions to causes based on product sales 81
5 Corporate social marketing : supporting behavior change campaigns 114
6 Corporate philanthropy : making a direct contribution to a cause 144
7 Community volunteering : employees donating their time and talents 175
8 Socially responsible business practices : discretionary business practices and investments to support causes 207
9 Twenty-five best practices for doing the most good for the company and the cause 235
10 A marketing approach to winning corporate funding and support for social initiatives : ten recommendations 262