| Record ID | marc_loc_updates/v40.i08.records.utf8:22448318:2536 |
| Source | Library of Congress |
| Download Link | /show-records/marc_loc_updates/v40.i08.records.utf8:22448318:2536?format=raw |
LEADER: 02536nam a22003258a 4500
001 2012004742
003 DLC
005 20120216103311.0
008 120201s2012 nju 001 0 eng
010 $a 2012004742
020 $a9781118206683 (hardback)
040 $aDLC$cDLC
042 $apcc
050 00 $aHF5415$b.K6246 2012
082 00 $a658.8/02$223
084 $aBUS043000$2bisacsh
100 1 $aKotler, Philip.
245 10 $aGood works :$bmarketing and corporate initiatives that build a better world-- and the bottom line /$cPhilip Kotler, David Hessekiel, Nancy Lee.
260 $aHoboken, N.J. :$bWiley,$c2012.
263 $a1205
300 $ap. cm.
500 $aIncludes index.
520 $a"Marketing guru Philip Kotler explains how social initiatives can help your business growBusinesspeople who mix cause and commerce are often portrayed as either opportunistic corporate "causewashers" cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a Corporate Social Responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results.Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses Explains how to balance social and business goals Author Philip Kotler is one of the world's leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world's leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success"--$cProvided by publisher.
650 0 $aMarketing$xSocial aspects.
650 0 $aSocial responsibility of business.
650 0 $aRelationship marketing.
650 7 $aBUSINESS & ECONOMICS / Marketing / General.$2bisacsh
700 1 $aHessekiel, David,$d1960-
700 1 $aLee, Nancy,$d1945-
856 42 $3Cover image$uhttp://catalogimages.wiley.com/images/db/jimages/9781118206683.jpg