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Informationen zum Autor 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. Klappentext 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 TaylorSenior 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 ConwayVice 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. ConeChief 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 ShoreFounder and Executive Director, Share Our Strength Zusammenfassung In Corporate Social Responsibility, Philip Kotler, one of the business world's foremost thought leaders, and social marketing consultant Nancy Lee provide a cutting-edge treatment of the best ways and means that corporations can contribute to the their communities. They have researched the social responsibility profiles of major U.S. Inhaltsverzeichnis 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: Discretionary 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. ...
