Philip Kotler & David Hessekiel 
Good Works! 
Marketing and Corporate Initiatives that Build a Better World…and the Bottom Line

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.

* Makes the case that purpose-driven marketing has moved from a
nice-to-do to a must-do for businesses

* Explains how to balance social and business goals

* Author Philip Kotler is one of the world’s leading authorities
on marketing; David Hessekiel is founder and President of Cause
Marketing Forum, the world’s leading information source on how to
do well by doing good; Nancy Lee is a corporate social marketing
expert, and has coauthored books on social marketing with Philip
Kotler

With Good Works, you’ll find that you can generate
significant resources for your cause while achieving financial
success.

Inhaltsverzeichnis

Acknowledgments v

I Introduction 1

1 Good Intentions Aren’t Enough: Why Some Marketing and
Corporate Social Initiatives Fail and Others Succeed 3

2 Six Social Initiatives for Doing Well by Doing Good 21

II Marketing Driven Initiatives: Growing Sales and Engaging
Customers 47

3 Cause Promotion: Persuading Consumers to Join Your Company in
a Good Cause 49

4 Cause-Related Marketing: Making Contributions to Causes Based
on Product Sales and Consumer Actions 82

5 Corporate Social Marketing: Supporting Behavior Change
Campaigns 111

III Corporate-Driven Initiatives: Expressing and Advancing
Your Company’s Values and Objectives 139

6 Corporate Philanthropy: Making a Direct Contribution to a
Cause 141

7 Community Volunteering: Employees Donating Their Time and
Talents 158

8 Socially Responsible Business Practices: Changing How You
Conduct Business to Achieve Social Outcomes 177

IV Offense and Defense 197

9 Offense: Choosing a Social Problem to Alleviate 199

10 Offense: Selecting a Social Initiative to Support the Cause
206

11 Offense: Developing Social Initiative Programs 211

12 Offense: Evaluating Efforts 217

13 Summary of Best Practices 223

14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics
228

V For Nonprofits and Public Sector Agencies Only 237

15 A Marketing Approach to Winning Corporate Funding and Support
for Social Initiatives: Ten Recommendations 239

Notes 253

Index 277

Über den Autor

PHILIP KOTLER is one of the world’s leading authorities on marketing, and his writing has defined marketing around the world for the past forty years. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management.

DAVID HESSEKIEL is President of the Cause Marketing Forum. Executives around the world turn towww.causemarketingforum.com for news, research and case studies and to access CMF’s programs and publications. A Forbes, Media Post and Huffington Post blogger, Hessekiel is a frequently quoted industry analyst and regularly speaks about cause marketing and Corporate Social Responsibility to business and NGO audiences.

NANCY R. LEE is President of Social Marketing Services, Inc., an adjunct faculty at the University of Washington, has consulted with more than 100 nonprofit organizations, and has participated in the development of more than 50 social marketing campaign strategies for public sector agencies. This is the ninth book she has coauthored with Philip Kotler.