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Good Works!
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Good Works!

Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

Philip Kotler, David Hessekiel and Nancy R. Lee
Wiley, 2012
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8

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Recommendation

David Hessekiel, Nancy R. Lee – both leading experts on marketing and social programing – and marketing guru Philip Kotler joined forces to write a practical guide to implementing effective corporate social initiatives. The authors explain what corporate social responsibility (CSR) is and how its landscape has changed over the last 20-odd years. They suggest how to establish the best relationship between your firm’s goals and the goals of a charitable campaign. Then they identify six types of initiatives and add illustrative case studies to show how each one works. The examples are interesting, relatable and moving. getAbstract recommends this guide to marketing executives, PR representatives, corporate donors and nonprofit professionals. But beware: You may become so inspired that you’ll want to jump right in.

Summary

The Evolution of Corporate Social Responsibility

Corporate social responsibility (CSR) is “a commitment to improve community well-being through discretionary business practices and contributions of corporate resources.” CSR became popular in the 1960s but has changed considerably since. Before the 1990s, firms supported many organizations on a short-term basis. The purpose of that approach to CSR was “doing good to look good.” The result was shallow giving without follow-through. In the 1990s, a new model of social philanthropy emerged that involved more strategically choosing charities to support. Corporate leaders looked for causes they believed in, narrowed their giving to a select few organizations and adopted the motto, “doing all we can to do the most good, not just some good.”

If implemented properly, CSR benefits the corporation and the charitable cause. Demonstrating responsibility can improve a company’s brand, image and sales. It can even attract more dedicated employees. In general, staff members who participate in their companies’ social giving campaigns report greater loyalty to their firms.

Although CSR campaigns generally benefit corporations, ...

About the Authors

Philip Kotler is a marketing expert and an author. David Hessekiel is president of the Cause Marketing Forum. Nancy R. Lee is a nonprofit consultant and a social marketing campaign strategist.

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