# Good Works: Marketing and Corporate Initiatives That Build a Better World… and the Bottom Line

- Link: https://fundraising.co.uk/2013/04/07/good-works-marketing-and-corporate-initiatives-that-build-a-better-world-and-the-bottom-line/
- Published: 2013-04-07T21:50:39+01:00
- Author: Howard Lake

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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.

 

 

 

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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.

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