Corporate Social Responsibility

Doing the Most Good for Your Company and Your Cause - Best practices from Hewlett-Packard, Ben & Jerry's, and other leading companies

Philip Kotler, Nancy Lee

307 pages, parution le 31/12/2004

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Résumé

Today, corporations are expected to give something back to their communities in the form of charitable projects. In Corporate Social Responsibility, Philip Kotler, one of the world s foremost voices on business and marketing, and coauthor Nancy Lee explain why charity is both good P.R. and good for business. They show business leaders how to choose social causes, design charity initiatives, gain employee support, and evaluate their efforts. They also provide all the best practices and cutting-edge ideas that leaders need to maximize their contributions to social causes and do the most good. With personal stories from twenty-five business leaders from socially responsible companies, this is the bible for today s good corporate citizen.

L'auteur - Philip Kotler

Philip Kotler est le plus réputé des Professeurs en Marketing, tant en Europe qu'aux USA. Auteur de gros manuels célèbres, il livre ici la synthèse de son savoir.

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L'auteur - Nancy Lee

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.

Sommaire

The Case for Doing at Least Some Good
Corporate Social Initiatives: Six Options for Doing Good
Corporate Cause Promotions: Increasing Awareness and Concern for Social Causes
Cause-Related Marketing: Making Contributions to Causes Based on Product Sales
Corporate Social Marketing: Supporting Behavior Change Campaigns
Corporate Philanthropy: Making a Direct Contribution to a Cause
Community Volunteering: Employees Donating Their Time and Talents
Socially Responsible Business Practices: Discretionary Business Practices and Investments to Support Causes
Twenty-five Best Practices for Doing the Most Good for the Company and the Cause
A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Philip Kotler, Nancy Lee
Parution	31/12/2004
Nb. de pages	307
Format	15,5 x 23,5
Couverture	Relié
Poids	515g
Intérieur	Noir et Blanc
EAN13	9780471476115
ISBN13	978-0-471-47611-5