By Philip Kotler, David Hessekiel
Businesses can do good by way of doing solid -- Kotler, Hessekiel, and Lee exhibit you how!
Marketing guru Philip Kotler, reason advertising authority David Hessekiel, and social advertising specialist Nancy Lee have teamed as much as create a advisor wealthy with actionable suggestion on integrating advertising and company social projects into your broader enterprise goals.
Businesspeople who combine reason and trade are frequently portrayed as both opportunistic company "causewashers" cynically exploiting nonprofits, or visionary social marketers for whom undertaking exchange is simply an important evil of their quest to create a greater global. advertising and marketing and company social projects calls for a fragile balancing act among producing monetary and social dividends. Good Works is a ebook for company developers, no longer a company Social accountability treatise. it really is for capitalists with the hearts and smarts to generate optimistic social affects and bottom-line company results.
Good Works is wealthy with actionable recommendation on integrating advertising and company social tasks into your broader enterprise goals.
•Makes the case that purpose-driven advertising has moved from a nice-to-do to a must-do for businesses
•Explains tips to stability social and company goals
•Author Philip Kotler is without doubt one of the world's prime specialists on advertising; David Hessekiel is founder and President of reason advertising discussion board, the world's prime details resource on how you can do good via doing solid; Nancy Lee is a company social advertising specialist, and has coauthored books on social advertising and marketing with Philip Kotler
With Good Works, you'll locate so that you can generate major assets in your reason whereas attaining monetary good fortune.
Read or Download Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line PDF
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Additional info for Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line
23 24 Good Works! Starbucks A Strategic Focus on the Environment In 2008, Starbucks made a bold move when they established a set of ambitious global responsibility goals that would have the greatest impact on the environment, ones related to ethical sourcing, environmental stewardship, and community involvement. 2 We think it’s working. In 2011, they appeared among those on the Fortune 500 list who had, in 2010, the fastest proﬁt growth (#473 ), been voted by business leaders as one of the most admired companies (#164 ), named a Best Corporate Citizen by CR Magazine (#1 in industry sector), and considered one of the best companies to work for (#985 ).
Writing a check or making a direct in-kind contribution of corporate services and resources. And corporate socially responsible business practices, as implied, relates to the adaptation of discretionary business practices and investments that then contribute to improved environmental and community well-being. Why is it important to develop these distinctions? As with most disciplines, awareness and familiarity with the tools in the toolbox increases the chances they will be considered, and then used.
Along with suppliers, recyclers, and government entities to make meaningful and sustainable changes needed to reduce waste. Starbucks has an ambitious environmental goal. 6 In 2008, Starbucks engaged the Massachusetts Institute of Technology and the Society for Organizational Learning to help explore a systems thinking approach to cup recycling. They applied a problem-solving approach to analyze how the various segments of a structure are interconnected. This led to the ﬁrst Cup Summits in 2009 and 2010, bringing together government ofﬁcials, raw material suppliers, cup manufacturers, retail and beverage businesses, recyclers, competitors, conservation groups, and academic experts.