Good Works Marketing and Corporate Initiatives 1st edition by Philip Kotler, David Hessekiel, Nancy Lee ISBN 1118206681 978-1118206683

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ISBN 10: 1118206681
ISBN 13: 978-1118206683
Author: Philip Kotler, David Hessekiel, Nancy Lee 

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.

Good Works! Marketing and Corporate Initiatives 1st Table of contents:

Part I Introduction

Chapter 1 Good Intentions Aren’t Enough: Why Some Marketing and Corporate Social Initiatives Fail an

What Is Good?

What Are the Trends?

Establishment of a Corporate Social Norm to Do Good

What Are the Major Current Challenges to Doing Good?

Chapter 2 Six Social Initiatives for Doing Well by Doing Good

Target Corporation

Johnson & Johnson

In Summary

Part II Marketing Driven Initiatives: Growing Sales and Engaging Customers

Chapter 3 Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause

Case #1: Chipotle Mexican Grill—Strengthening Brand Positioning

Case #2: PetSmart—Building Traffic and Customer Loyalty

Case #3: First Response and March of Dimes—Creating Brand Preference with Target Markets

Case #4 : Macy’s and Reading Is Fundamental—Driving Sales

Case #5: Farmers Insurance, Be a Hero for Babies Day—Strengthening Relationships

Case #6: Food Network and Share Our Strength—Leveraging Media Assets

Case #7: Pearson and Jumpstart—Strengthening Corporate Image

Keys to Success

Case #8: Marks & Spencer—Deriving Value from Nonprofit Partnerships

Case #9: General Mills Yoplait Yogurt—Building Equity, Loyalty, and Passion

Case #10: LensCrafters—Creating a Point of Differentiation

Potential Concerns with Cause Promotion

When Should Cause Promotion Be Considered?

Developing a Cause Promotion Campaign Plan

In Summary

Chapter 4 Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consume

Typical Cause-Related Marketing Offer Formats

Potential Business Benefits

Case #1: TOMS—Building Positive Brand Identity

Case #2: Sainsbury’s and Comic Relief—Attracting New Customers

Case #3: The Avon Breast Cancer Crusade—Building Brand Equity While Raising Funds for a Cause

Case #4: The Pedigree Adoption Drive—Reaching Niche Markets

Case #5: Procter & Gamble and UNICEF ‘‘1 Pack = 1 Vaccine’’—Increasing Product Sales

Case #6: General Mills Box Tops for Education—Building Corporate Partnerships

Keys to Success

Case #7: The Subaru ‘‘Share the Love’’ Event—Analyzing and Improving Each Year

Case #8: TELUS—Maximizing Impact by Localizing Contributions

Case #9: Kraft Foods Huddle to Fight Hunger—Embracing Social Media

Potential Concerns

When Should Cause-Related Marketing Be Considered?

In Summary

Chapter 5 Corporate Social Marketing: Supporting Behavior Change Campaigns

Typical Corporate Social Marketing Campaigns

Potential Corporate Benefits

Case #1: Subway® Restaurants and Healthy Fast Food Options—Supporting Brand Positioning

Case #2: Levi’s® Care Tag for the Planet—Creating Brand Preference

Case #3: Best Buy and e-Cycle—Building Traffic

Case #4: Energizer and Change Your Clock Change Your Battery’’®—Increasing Sales

Case #5: Allstate and Teen Driver Pledge—Improving Profitability

Case #6: Clorox and the Centers for Disease Control Say ‘‘Boo!’’ to the Flu—Attracting Ent

Case #7: Miron Construction Company and Cool Choices—Having a Real Impact on Social Change

Potential Concerns

Keys to Success

Case #8: V/Line Life Training in Australia

Case #9: Lowe’s and Water—Use It Wisely

Case #10: United Kingdom—Anglian Water’s Keep It Clear Campaign

Developing a Corporate Social Marketing Campaign Plan

In Summary

Part III Corporate-Driven Initiatives: Expressing and Advancing Your Company’s Values and Objectives

Chapter 6 Corporate Philanthropy: Making a Direct Contribution to a Cause

Typical Programs

Potential Benefits

Case #1: Pepsi Refresh—Creating Community Good Will and National Attention

Case #2: The Boston Beer Company’s Samuel Adams Brewing the American Dream Program—Strengthening

Case #3: Western Union’s Our World, Our Family Program—Having an Impact on Societal Issues in Lo

Case #4: Pfizer Trachoma Initiative—In-Kind Contributions

Potential Concerns

Keys to Success

Case #6: ConAgra Foods—Building a Corporate Philanthropy Logic Model

When to Consider

In Summary

Chapter 7 Community Volunteering: Employees Donating Their Time and Talents

Typical Programs

Potential Benefits

Case #1: Sellen Construction and Seattle Children’s Hospital—Building Genuine Relationships in t

Case #2: Pfizer’s Global Health Fellows Program Contributing to Business Goals

Case #3: IBM’s On Demand Community—Increasing Employee Satisfaction and Motivation

Case #4: FedEx and Safe Kids Walk This Way—Support for Other Social Initiatives

Case #5: AT&T Wireless and the American Red Cross—Showcasing Products and Services

Potential Concerns

Keys to Success

Case #6: Patagonia’s Environmental Internships

When to Consider

Developing Community Volunteer Programs

In Summary

Chapter 8 Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Soci

Typical Socially Responsible Business Practices

Potential Corporate Benefits

Case #1: DuPont—Decreasing Operating Costs

Case #2: Nike’s Shoes for Native Americans—Creating Brand Preference

Case #3: Coca-Cola and HIV/AIDS—Enhancing Employee Well-Being

Case #4: Whole Foods Market®—Building Influential Partnerships

Case #5: Microsoft Supporting Alternative Transportation and Generating Community Goodwill

Potential Concerns

Keys to Success

Case #6: Patagonia and Fair Labor Practices29

When Should a Corporation Consider a Major Socially Responsible Business Practice Initiative?

Developing the Initiative

In Summary

Part IV Offense and Defense

Chapter 9 Offense: Choosing a Social Problem to Alleviate

Best Practices for Choosing a Social Problem to Alleviate

Chapter 10 Offense: Selecting a Social Initiative to Support the Cause

Chapter 11 Offense: Developing Social Initiative Programs

Chapter 12 Offense: Evaluating Efforts

Chapter 13 Summary of Best Practices

Summary Comments for Best Practices

Chapter 14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics

Types of Criticisms

In Summary

Part V For Nonprofits and Public Sector Agencies Only

Chapter 15 A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten

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