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008 120216s2012 njua ob 001 0 eng
015 _aGBB220701
020 _a9781119205210
_q(electronic bk.)
020 _a1119205212
_q(electronic bk.)
020 _a9781280679070
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020 _z9781118228609
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020 _z9781118240960
020 _z1118240960
020 _z9781118265789
020 _z1118265785
020 _z9781118206683
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020 _z1118206681
024 8 _a9786613656001
024 8 _a9781118240960
035 _a(OCoLC)777327561
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037 _a365600
_bMIL
037 _a8230CBF7-4C4D-42DC-BC5D-11D1F19AC1B1
_bOverDrive, Inc.
_nhttp://www.overdrive.com
040 _aDLC
_beng
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042 _apcc
050 0 0 _aHF5415
072 7 _aBUS
_x094000
_2bisacsh
100 1 _aKotler, Philip
_9132855
245 1 0 _aGood works :
_bmarketing and corporate initiatives that build a better world-- and the bottom line /
_cPhilip Kotler, David Hessekiel, Nancy Lee
260 _aHoboken, New Jersey :
_bWiley,
_c2012
300 _a1 online resource (vi, 282 pages) :
_billustrations
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
340 _2rdacc
_0http://rdaregistry.info/termList/RDAColourContent/1003
500 _aIncludes index
504 _aIncludes bibliographical references and index
505 0 _aGood intentions aren't enough: why some marketing and corporate social initiatives fail and others succeed -- Six social initiatives for doing well by doing good. -- Marketing Driven Initiatives: Growing Sales and Engaging Customers. Cause promoting: persuading consumers to join your company in a good cause ; Cause-related marketing: making contributions to causes based on product sales and consumer actions ; Corporate social marketing: supporting behavior change campaigns. -- Corporate-Driven Initiatives: Expressing and Advancing Your Company's Values and Objectives. Corporate philanthropy: making a direct contribution to a cause ; Community volunteering: employees donating their time and talents ; Socially responsible business practices: changing how you conduct business to achieve social outcomes. -- Offense and Defense. Choosing a social problem to alleviate ; Selecting a social initiative to support the cause ; Developing social initiative programs ; Evaluating efforts ; Summary of best practices ; No good deed goes unpunished: dealing with cynics and critics. -- For Nonprofits and Public Sector Agencies Only. A marketing approach to winning corporate funding and support for social initiatives: ten recommendations
506 _aAvailable to OhioLINK libraries
520 _a"Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. 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. 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"--
_cProvided by publisher
542 _fCopyright © John Wiley and Sons
_g2012
650 0 _aMarketing
_xSocial aspects
650 0 _aSocial responsibility of business
_9509
650 0 _aRelationship marketing
655 0 _aElectronic books
_92032
655 4 _aElectronic books
_92032
655 7 _aElectronic books.
_2gtlm
_92032
700 1 _aHessekiel, David,
_d1960-
700 1 _aLee, Nancy,
_d1945-
710 2 _aOhio Library and Information Network
776 0 8 _iPrint version:
_aKotler, Philip.
_tGood works.
_dHoboken, N.J. : Wiley, 2012
_z9781118206683
_w(DLC) 2012004742
856 4 0 _3Wiley Online Library
_zConnect to resource
_uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781119205210
942 _2lcc
_cEBK
999 _c200463800
_d82012