Cargando…

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

"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. Businesspeople who mix cause a...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Kotler, Philip
Otros Autores: Hessekiel, David, 1960-, Lee, Nancy, 1945-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken, New Jersey : Wiley, 2012.
Temas:
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)

MARC

LEADER 00000cam a2200000 a 4500
001 OR_ocn777327561
003 OCoLC
005 20231017213018.0
006 m o d
007 cr unu||||||||
008 120216s2012 njua ob 001 0 eng
010 |a  2012007008 
040 |a DLC  |b eng  |e pn  |c DLC  |d EBLCP  |d N$T  |d MERUC  |d YDXCP  |d TEFOD  |d CDX  |d E7B  |d DOS  |d OCLCF  |d DEBSZ  |d UMI  |d C6I  |d B24X7  |d CCO  |d COO  |d UKDOC  |d CAUOI  |d OCLCO  |d TEFOD  |d DG1  |d OCLCO  |d DEBBG  |d AZK  |d OCLCQ  |d CNNOR  |d Z5A  |d MOR  |d LIP  |d PIFAG  |d ZCU  |d OCLCQ  |d NJR  |d U3W  |d OCLCQ  |d STF  |d WRM  |d UOK  |d NRAMU  |d ICG  |d INT  |d VT2  |d OCLCQ  |d WYU  |d UAB  |d OCLCQ  |d A6Q  |d DKC  |d OCLCQ  |d CEF  |d OCLCQ  |d UWK  |d UHL  |d OCLCQ  |d SFB  |d UKCRE  |d UKSSU  |d BOL  |d ORU  |d OCLCO  |d INARC  |d UKAHL  |d OCLCO  |d OCLCQ  |d TOH  |d OCLCQ 
015 |a GBB220701  |2 bnb 
016 7 |a 016039309  |2 Uk 
019 |a 806520870  |a 816351259  |a 893192629  |a 961568826  |a 962679501  |a 966579001  |a 988461690  |a 992099943  |a 1037718648  |a 1038610355  |a 1045547387  |a 1083603372  |a 1103596808  |a 1113027117  |a 1114459626  |a 1125429960  |a 1136381419  |a 1148153752  |a 1154878020 
020 |a 9781119205210  |q (electronic bk.) 
020 |a 1119205212  |q (electronic bk.) 
020 |a 9781280679070 
020 |a 1280679077 
020 |z 9781118228609 
020 |z 111822860X 
020 |z 9781118240960 
020 |z 1118240960 
020 |z 9781118265789 
020 |z 1118265785 
020 |z 9781118206683  |q (hardback) 
020 |z 1118206681 
024 8 |a 9786613656001 
024 8 |a 9781118240960 
029 1 |a AU@  |b 000048579163 
029 1 |a AU@  |b 000052892704 
029 1 |a CHNEW  |b 000939157 
029 1 |a CHVBK  |b 480194416 
029 1 |a DEBBG  |b BV040784042 
029 1 |a DEBBG  |b BV042740600 
029 1 |a DEBBG  |b BV043394130 
029 1 |a DEBBG  |b BV044188139 
029 1 |a DEBSZ  |b 397192584 
029 1 |a DEBSZ  |b 485014262 
029 1 |a NZ1  |b 14689816 
029 1 |a AU@  |b 000072990113 
029 1 |a AU@  |b 000073057339 
035 |a (OCoLC)777327561  |z (OCoLC)806520870  |z (OCoLC)816351259  |z (OCoLC)893192629  |z (OCoLC)961568826  |z (OCoLC)962679501  |z (OCoLC)966579001  |z (OCoLC)988461690  |z (OCoLC)992099943  |z (OCoLC)1037718648  |z (OCoLC)1038610355  |z (OCoLC)1045547387  |z (OCoLC)1083603372  |z (OCoLC)1103596808  |z (OCoLC)1113027117  |z (OCoLC)1114459626  |z (OCoLC)1125429960  |z (OCoLC)1136381419  |z (OCoLC)1148153752  |z (OCoLC)1154878020 
037 |a 365600  |b MIL 
037 |a 8230CBF7-4C4D-42DC-BC5D-11D1F19AC1B1  |b OverDrive, Inc.  |n http://www.overdrive.com 
042 |a pcc 
050 0 0 |a HF5415 
072 7 |a BUS  |x 094000  |2 bisacsh 
082 0 0 |a 658.8/02  |2 23 
084 |a BUS043000  |2 bisacsh 
049 |a UAMI 
100 1 |a Kotler, Philip. 
245 1 0 |a Good works :  |b marketing and corporate initiatives that build a better world-- and the bottom line /  |c Philip Kotler, David Hessekiel, Nancy Lee. 
260 |a Hoboken, New Jersey :  |b Wiley,  |c 2012. 
300 |a 1 online resource (vi, 282 pages) :  |b illustrations 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
340 |g polychrome.  |2 rdacc  |0 http://rdaregistry.info/termList/RDAColourContent/1003 
347 |a data file 
500 |a Includes index. 
520 |a "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. 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"--  |c Provided by publisher 
588 0 |a Print version record and CIP data provided by publisher. 
504 |a Includes bibliographical references and index. 
505 0 |a Good intentions aren't enough: why some marketing and corporate social initiatives fail and others succeed -- Six social initiatives for doing well by doing good. -- Marketing Driven Initiatives: Growing Sales and Engaging Customers. Cause promoting: persuading consumers to join your company in a good cause ; Cause-related marketing: making contributions to causes based on product sales and consumer actions ; Corporate social marketing: supporting behavior change campaigns. -- Corporate-Driven Initiatives: Expressing and Advancing Your Company's Values and Objectives. Corporate philanthropy: making a direct contribution to a cause ; Community volunteering: employees donating their time and talents ; Socially responsible business practices: changing how you conduct business to achieve social outcomes. -- Offense and Defense. Choosing a social problem to alleviate ; Selecting a social initiative to support the cause ; Developing social initiative programs ; Evaluating efforts ; Summary of best practices ; No good deed goes unpunished: dealing with cynics and critics. -- For Nonprofits and Public Sector Agencies Only. A marketing approach to winning corporate funding and support for social initiatives: ten recommendations. 
542 |f Copyright © John Wiley and Sons  |g 2012 
590 |a O'Reilly  |b O'Reilly Online Learning: Academic/Public Library Edition 
650 0 |a Marketing  |x Social aspects. 
650 0 |a Social responsibility of business. 
650 0 |a Relationship marketing. 
650 6 |a Marketing  |x Aspect social. 
650 6 |a Entreprises  |x Responsabilité sociale. 
650 6 |a Marketing relationnel. 
650 7 |a BUSINESS & ECONOMICS  |x Marketing  |x General.  |2 bisacsh 
650 7 |a Marketing  |x Social aspects.  |2 fast  |0 (OCoLC)fst01010246 
650 7 |a Relationship marketing.  |2 fast  |0 (OCoLC)fst01093590 
650 7 |a Social responsibility of business.  |2 fast  |0 (OCoLC)fst01122851 
700 1 |a Hessekiel, David,  |d 1960- 
700 1 |a Lee, Nancy,  |d 1945- 
776 0 8 |i Print version:  |a Kotler, Philip.  |t Good works.  |d Hoboken, N.J. : Wiley, 2012  |z 9781118206683  |w (DLC) 2012004742 
856 4 0 |u https://learning.oreilly.com/library/view/~/9781118240960/?ar  |z Texto completo (Requiere registro previo con correo institucional) 
938 |a 123Library  |b 123L  |n 53116 
938 |a Askews and Holts Library Services  |b ASKH  |n AH21630054 
938 |a Books 24x7  |b B247  |n bkb00049615 
938 |a Coutts Information Services  |b COUT  |n 22587910 
938 |a ProQuest Ebook Central  |b EBLB  |n EBL827138 
938 |a ebrary  |b EBRY  |n ebr10580203 
938 |a EBSCOhost  |b EBSC  |n 458207 
938 |a Internet Archive  |b INAR  |n goodworksmarketi0000kotl 
938 |a YBP Library Services  |b YANK  |n 7593020 
938 |a YBP Library Services  |b YANK  |n 12624740 
938 |a YBP Library Services  |b YANK  |n 12671583 
994 |a 92  |b IZTAP