Philip Kotler & Nancy Lee 
Corporate Social Responsibility 
Doing the Most Good for Your Company and Your Cause

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.

Tabella dei contenuti

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.

Circa l’autore

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.