Good works : marketing and corporate initiatives that build a better world- and the bottom line

Good works marketing and corporate initiatives that build a better world- and the bottom line

"Marketing guru Philip Kotler explains how social initiatives can help your business growBusinesspeople who mix cause and commerce are often portrayed as either opportunistic corporate "causewashers" cynically exploiting nonprofits, or visionary social entrepreneurs for whom conductin...

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Bibliographic Details
Main Author: Kotler, Philip (-)
Other Authors: Hessekiel, David, 1960-, Lee, Nancy, 1945-
Format: eBook
Language:Inglés
Published: Hoboken, N.J. : Wiley 2012.
Edition:1st edition
Subjects:
Marketing > Social aspects.
Social responsibility of business.
Relationship marketing.
See on Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623425606719
Table of Contents:
  • pt. 1. Introduction
  • pt. 2. Marketing driven initiatives : growing sales and engaging customers
  • pt. 3. Corporate-driven initiatives : expressing and advancing your company's values and objectives
  • pt. 4. Offense and defense
  • pt. 5. For nonprofits and public sector agencies only.

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