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

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"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 conduct...

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Bibliographic Details
Main Author: Kotler, Philip
Other Authors: Hessekiel, David, 1960-, Lee, Nancy, 1945-
Format: eBook
Language:English
Published: Hoboken, N.J. : Wiley, 2012.
Subjects:
Marketing > Social aspects.
Social responsibility of business.
Relationship marketing.
BUSINESS & ECONOMICS / Marketing / General.
BUSINESS & ECONOMICS / Green Business.
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • Part I. Introduction
  • Part II. Marketing driven initiatives: growing sales and engaging customers
  • Part III. Corporate-driven initiatives: expressing and advancing your company's values and objectives
  • Part IV. Offense and defense
  • Part V. For nonprofits and public sector agencies only.