TY  - BOOK
AU  - Kotler,Philip
AU  - Hessekiel,David
AU  - Lee,Nancy
ED  - ebrary, Inc.
TI  - Good works: marketing and corporate initiatives that build a better world- and the bottom line 
AV  - HF5415 .K68 2012eb
U1  - 658.8/02 23
PY  - 2012///
CY  - Hoboken, N.J.
PB  - Wiley
KW  - Marketing
KW  - Social aspects
KW  - Social responsibility of business
KW  - Relationship marketing
KW  - Electronic books
KW  - local
N1  - Includes bibliographical references and index; pt. 1. Introduction -- pt. 2. Marketing driven initiatives : growing sales and engaging customers -- pt. 3. Corporate-driven initiatives : expressing and advancing your company's values and objectives -- pt. 4. Offense and defense -- pt. 5. For nonprofits and public sector agencies only; Electronic reproduction; Palo Alto, Calif.; ebrary; 2011; Available via World Wide Web; Access may be limited to ebrary affiliated libraries
N2  - "Marketing guru Philip Kotler explains how social initiatives can help your business growBusinesspeople 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. Good Works 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.Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses Explains how to balance social and business goals Author Philip Kotler is one of the world's leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world's leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success"--
UR  - http://site.ebrary.com/lib/daystar/Doc?id=10580203
ER  -