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Good Works!: Marketing and Corporate Initiatives that Build a Better World…and the Bottom Line (2012) by Philip Kotler & David Hessekiel [Dr Soc]

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  Good Works!: Marketing and Corporate
Initiatives that Build a Better World…and the Bottom Line by Philip Kotler and David Hessekiel
  English
| 2012 | ISBN: 1118206681 | 288 pages | PDF | 3 MB
  
  Businesses can do well by doing good – Kotler,
Hessekiel, and Lee show you how!
  
  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.
  
  
  
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