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Inside this Book – The book distinguishes six major types of corporate social initiatives and offers perspectives from professionals in the field on strengths and weaknesses of each in terms of benefits to the cause and benefits to the company. These initiatives include ones that are marketing related (i.e., cause promotions, cause-related marketing, and corporate social marketing) as well as ones that are outside the typical functions of marketing departments (i.e., employee volunteering and socially responsible business practices). The focus is on assimilating recommended best practices for choosing among the varied potential social issues that could be ad- dressed by a corporation; selecting an initiative that will do the most good for the social issue as well as the corporation; developing and implementing successful program plans; and evaluating program efforts. An underlying assumption of this book is that most for-profit corporations will do some good, for some cause, at least some of the time. This opening chapter sets the stage with a few definitions to establish a common language for discussions in future chapters. It highlights trends and statistics that support the assumption that corporations have an increased focus on social responsibility; describes the various perceived factors experts identify as fueling these trends; and concludes with current challenges and criticisms facing those attempting to do the most good.
Inside this book –Corporate Social Responsibility PDF Book by Philip Kotler and Nancy Lee – Building awareness and concern about a cause by presenting motivating statistics and facts, such as publicizing the number of children who go to sleep hungry in America each night or the number of dogs that are euthanized each year; by sharing real stories of people or organizations in need or who have been helped by the cause, such as one about a middle-aged man in a developing country who gets much-needed eyeglasses for the first time in his life, or a local hospital reporting they don’t have the number of critical nurses they need to serve their community; or by presenting educational information, such as a brochure on warning signs for youth suicide.
Corporate Social Responsibility by Philip Kotler and Nancy Lee PDF : eBook Information
- Full Book Name – Corporate Social Responsibility
- Author of this Book – Philip Kotler and Nancy Lee
- Language – English
- Book Genre – Non-Fiction, Business, Economics
- Download Format – PDF
- Size – 10.1 MB
- eBook Pages – 320
- Price – Free