Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause

Praise for CORPORATE SOCIAL RESPONSIBILITY
"This comprehensive perspective on corporate social responsibility answers tough questions about the value of social initiatives for companies, investors, employees, and customers."
—Sandra Taylor
Senior Vice President, Corporate Social Responsibility, Starbucks Coffee Company
"Brilliant . . . an important compilation of great work done by great companies. Corporate Social Responsibility examines the most innovative business practices and leaders of our time who are discovering the pathways that converge business and social agendas for the benefit of all stakeholders. Well done!"
—Maureen Conway
Vice President, Emerging Market Solutions, Hewlett–Packard
"Aligning with causes is no longer a ′nice to do,′ but a ′have to do.′ Corporate Social Responsibility is a must–read for marketers and managers desiring the most significant outcomes from their cause investments."
—Carol L. Cone
Chief Executive Officer, Cone, Inc.
"Corporate Social Responsibility is at once both visionary and practical, making the compelling case that corporate community engagement and maximizing profit and shareholder value are not mutually exclusive, but rather mutually reinforcing."
—Bill Shore
Founder and Executive Director, Share Our Strength

Spis treści:
Acknowledgments.
Introduction.
1. The Case for Doing at Least Some Good.
2. Corporate Social Initiatives: Six Options for Doing Good.
3. Corporate Cause Promotions: Increasing Awareness and Concern for Social Causes.
4. Cause–Related Marketing: Making Contributions to Causes Based on Product Sales.
5. Corporate Social Marketing: Supporting Behavior Change Campaigns.
6. Corporate Philanthropy: Making a Direct Contribution to a Cause.
7. Community Volunteering: Employees Donating Their Time and Talents.
8. Socially Responsible Business Practices: Discretiona ry Business Practices and Investments to Support Causes.
9. Twenty–five Best Practices for Doing the Most Good for the Company and the Cause.
10. A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations.
Notes.
Index.

Nota biograficzna:
PHILIP KOTLER is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University′s Kellogg School of Management. One of the world′s top authorities on marketing, he is also the author of thirty–five books, including Marketing Insights from A to Z, also from Wiley.
NANCY LEE, MBA, is President of Social Marketing Services, Inc., and a marketing professional with more than twenty years of experience. She is an adjunct faculty member at the University of Washington and Seattle University where she teaches marketing.

Okładka tylna:
Praise for CORPORATE SOCIAL RESPONSIBILITY
"This comprehensive perspective on corporate social responsibility answers tough questions about the value of social initiatives for companies, investors, employees, and customers."
—Sandra Taylor
Senior Vice President, Corporate Social Responsibility, Starbucks Coffee Company
"Brilliant . . . an important compilation of great work done by great companies. Corporate Social Responsibility examines the most innovative business practices and leaders of our time who are discovering the pathways that converge business and social agendas for the benefit of all stakeholders. Well done!"
—Maureen Conway
Vice President, Emerging Market Solutions, Hewlett–Packard
"Aligning with causes is no longer a ′nice to do,′ but a ′have to do.′ Corporate Social Responsibility is a must–read for marketers and managers desiring the most significant outcomes from their cause investments."
—Carol L. Cone
Chief Executive Officer, Cone, Inc.
"Corporate Social Responsibility is at once both visionary and practical, making the compelling case that corporate community engagement and maximizing profit and shareholder value are not mutually exclusive, but rather mutually reinforcing."
—Bill Shore
Founder and Executive Director, Share Our Strength