Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause

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9780471476115: Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause
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Today, corporations are expected to give something back to their communities in the form of charitable projects. In Corporate Social Responsibility, Philip Kotler, one of the world's foremost voices on business and marketing, and coauthor Nancy Lee explain why charity is both good P.R. and good for business. They show business leaders how to choose social causes, design charity initiatives, gain employee support, and evaluate their efforts. They also provide all the best practices and cutting-edge ideas that leaders need to maximize their contributions to social causes and do the most good. With personal stories from twenty-five business leaders from socially responsible companies, this is the bible for today's good corporate citizen.

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From the Inside Flap:

In today's world, it is no longer just acceptable that acorporation does well by doing good. It is expected. Withincreasing pressures to improve the bottom line as well as to begood corporate citizens, business leaders face tough decisions.What social issues should we support? What charities will makestrong partners? What initiatives should we develop that will dothe most good for the company as well as the cause? Do we justwrite a check, incorporate social messages in our advertising,encourage our employees to volunteer, or do we also alter ourbusiness practices? How do we integrate a new initiative intocurrent strategies? How do we implement a successful program? Howdo we generate internal support and passion? How do we measuresuccess? A bible for today's corporate citizens, Corporate SocialResponsibility provides thoughtful answers to these vital questionsand many more.

Philip Kotler, one of the world's foremost voices on businessand marketing, and Nancy Lee, President of Social MarketingServices, Inc., provide best practices and cutting-edge ideas onthe best ways and means for corporations to maximize corporatecontributions to social issues and to know what good they did.Business leaders will learn how to align their business goals withcultural and social ones; choose social issues and charities tosupport; gain employee support; implement successful initiatives;and evaluate their efforts.

Offering more than just a theoretical perspective, this bookincludes the personal insight of some of the business world's mostadmired companies. Full of proven recommendations and real-worldadvice on social initiatives, it includes first-person stories fromtwenty-five business leaders from such successful and benevolentsocially responsible companies as Ben & Jerry's, IBM,Washington Mutual, Johnson & Johnson, Microsoft, The Body Shop,Hewlett-Packard, and American Express. For those seeking fundingfrom corporations such as these, a final chapter presents tenrecommended strategies for success.

This insightful and practical book presents twenty-five bestpractices, assembled to guide decision-making in the area ofcorporate social responsibility. It is, in the end, intended tohelp maximize the return on discretionary corporate investments,resulting in efforts that do the most social, environmental, andeconomic good.

From the Back Cover:

Praise for CORPORATE SOCIAL RESPONSIBILITY

"This comprehensive perspective on corporate socialresponsibility answers tough questions about the value of socialinitiatives for companies, investors, employees, andcustomers."
—Sandra Taylor
Senior Vice President, Corporate Social Responsibility, StarbucksCoffee Company

"Brilliant . . . an important compilation of great work done bygreat companies. Corporate Social Responsibility examines the mostinnovative business practices and leaders of our time who arediscovering the pathways that converge business and social agendasfor the benefit of all stakeholders. Well done!"
—Maureen Conway
Vice President, Emerging Market Solutions, Hewlett-Packard

"Aligning with causes is no longer a 'nice to do,' but a 'haveto do.' Corporate Social Responsibility is a must-read formarketers and managers desiring the most significant outcomes fromtheir cause investments."
—Carol L. Cone
Chief Executive Officer, Cone, Inc.

"Corporate Social Responsibility is at once both visionary andpractical, making the compelling case that corporate communityengagement and maximizing profit and shareholder value are notmutually exclusive, but rather mutually reinforcing."
—Bill Shore
Founder and Executive Director, Share Our Strength

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