{"product_id":"9781118240960","title":"Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line","description":"\u003cb\u003eBusinesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how!\u003c\/b\u003e \u003cp\u003eMarketing 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.\u003c\/p\u003e \u003cp\u003eBusinesspeople 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. \u003ci\u003eGood Works\u003c\/i\u003e 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 \u003ci\u003eand\u003c\/i\u003e bottom-line business results.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eGood Works\u003c\/i\u003e is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals.\u003c\/p\u003e \u003cul\u003e \u003cli\u003e Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses \u003c\/li\u003e \u003cli\u003e Explains how to balance social and business goals \u003c\/li\u003e \u003cli\u003e 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 \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWith \u003ci\u003eGood Works\u003c\/i\u003e, you'll find that you can generate significant resources for your cause while achieving financial success.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47134374035696,"sku":"9781118240960","price":27.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781118240960_p0.jpg?v=1763693446","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781118240960","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}