Good Works!
Book (italiano):
<b>Businesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how!</b><p>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.<p>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. <i>Good Works</i> 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 <i>and</i> bottom-line business results.<p><i>Good Works</i> is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals.<ul><li><div>Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses</div><li><div>Explains how to balance social and business goals</div><li><div>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</div></ul><p>With <i>Good Works</i>, you'll find that you can generate significant resources for your cause while achieving financial success.
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