Good Works! : Marketing and Corporate Initiatives That Build a Better World... and the Bottom Line แต่งโดย Kotler, Philip / Hessekiel, David / Lee, Nancy R. สำนักพิมพ์ : John Wiley & Sons Inc วันที่ตีพิมพ์ : 2012/06 Binding : Hardcover เลขที่ISBN : 9781118206683 ราคาบนระบบBookWeb : THB 750.00 ราคาสำหรับสมาชิกบัตร KPC : THB 675.00 ข้อมูลสินค้าในคลัง : มีสินค้าในร้าน ปกติใช้เวลาประมาณ 3 วันทำการเพื่อจัดส่ง ภาษา : English

 
Acknowledgments                                    v
  I Introduction                                   1  (46)
    1 Good Intentions Aren't Enough: Why Some      3  (18)
    Marketing and Corporate Social Initiatives
    Fail and Others Succeed
    2 Six Social Initiatives for Doing Well by     21 (26)
    Doing Good
  II Marketing Driven Initiatives: Growing         47 (92)
  Sales and Engaging Customers
    3 Cause Promotion: Persuading Consumers to     49 (33)
    Join Your Company in a Good Cause
    4 Cause-Related Marketing: Making              82 (29)
    Contributions to Causes Based on Product
    Sales and Consumer Actions
    5 Corporate Social Marketing: Supporting       111(28)
    Behavior Change Campaigns
  III Corporate-Driven Initiatives: Expressing     139(58)
  and Advancing Your Company's Values and
  Objectives
    6 Corporate Philanthropy: Making a Direct      141(17)
    Contribution to a Cause
    7 Community Volunteering: Employees            158(19)
    Donating Their Time and Talents
    8 Socially Responsible Business Practices:     177(20)
    Changing How You Conduct Business to
    Achieve Social Outcomes
  IV Offense and Defense                           197(40)
    9 Offense: Choosing a Social Problem to        199(7)
    Alleviate
    10 Offense: Selecting a Social Initiative      206(5)
    to Support the Cause
    11 Offense: Developing Social Initiative       211(6)
    Programs
    12 Offense: Evaluating Efforts                 217(6)
    13 Summary of Best Practices                   223(5)
    14 No Good Deed Goes Unpunished: Dealing       228(9)
    with Cynics and Critics
  V For Nonprofits and Public Sector Agencies      237(16)
  Only
    15 A Marketing Approach to Winning             239(14)
    Corporate Funding and Support for Social
    Initiatives: Ten Recommendations
Notes                                              253(24)
Index                                              277