· Marketing Manager
· Community Relations Managers
· Nonprofits
· Advertisers
· PR Professionals
· AUTHOR IS THE “FATHER OF MARKETING”: Kotler is widely considered one of the architects of modern marketing. He was the first recipient of the American Marketing Association's Distinguished Marketing Educator Award in 1985; and it is largely due to his presence that Business Week calls Kellogg the "Best Business School" for teaching and marketing. The awards and honors he has accrued in his forty-year career are staggering. Here he pairs with a social marketing and nonprofit consultant to discuss the benefits and best methods of corporate social initiatives.
· A TOPIC OF GROWING INTEREST: Social marketing among organizations in both the public and private sector is on the rise, ensuring the continued alignment of corporate goals with social/cultural goals. A comprehensive handbook on the practice, especially coming from Kotler, will be widely embraced.
· EXTENSIVE SPEAKING SCHEDULE: Philip Kotler is a regular presence on the international speaking circuit embarks on regular international speaking tours.
· MULTIPLE MARKETS: this topic will be of interest to a broad range of audiences, including marketing managers, community relations managers, product managers, public sector agencies, nonprofits, advertisers, and PR professionals.
This is a timely topic from a marketing thinker whose work consistently treads the cutting edge. Scandal and disillusionment have led to a rise in corporate philanthropy and community involvement; how to conduct it for maximum effectiveness is the question Kotler and Lee answer in Corporate Social Responsibility.
One of the business world’s foremost though leaders presents a “social responsibility bible” for corporations. Companies on the whole are looking to support more good causes, but are ill-informed of their options - both in terms of the organizations they might choose among and also how to work philanthropy into their existing budgets.
Acknowledgments
Introduction
1. The Case for Doing at Least Some Good
2. Corporate Social Initiatives: Six Options for Doing Good
3. Corporate Cause Promotions: Increasing Awareness and Concern for Social Causes
4. Cause-Related Marketing: Making Contributions to Causes Based on Product Sales
5. Corporate Social Marketing: Supporting Behavior Change Campaigns
6. Corporate Philanthropy: Making a Direct Contribution to a Cause
7. Community Volunteering: Employees Donating Their Time and Talents
8. Socially Responsible Business Practices: Discretionary Business Practices and Investments to Support Causes
9. Twenty-five Best Practices for Doing the Most Good for the Company and the Cause
10. A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations
Notes
Index
One of the business world’s foremost though leaders presents a “social responsibility bible” for corporations. Companies on the whole are looking to support more good causes, but are ill-informed of their options - both in terms of the organizations they might choose among and also how to work philanthropy into their existing budgets.
Acknowledgments
Introduction
1. The Case for Doing at Least Some Good
2. Corporate Social Initiatives: Six Options for Doing Good
3. Corporate Cause Promotions: Increasing Awareness and Concern for Social Causes
4. Cause-Related Marketing: Making Contributions to Causes Based on Product Sales
5. Corporate Social Marketing: Supporting Behavior Change Campaigns
6. Corporate Philanthropy: Making a Direct Contribution to a Cause
7. Community Volunteering: Employees Donating Their Time and Talents
8. Socially Responsible Business Practices: Discretionary Business Practices and Investments to Support Causes
9. Twenty-five Best Practices for Doing the Most Good for the Company and the Cause
10. A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations
Philip Kotler is the S.C. Johnson Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, and one of the world's leading authorities on marketing. He is the author of fifteen books, including Kotler on Marketing and Strategic Marketing for Nonprofit Organizations; his writing has defined marketing around the world for the past forty years. He also works as a consultant to leading corporations and nonprofit organizations, including IBM, Bank of America, General Electric, and AT&T. The recipient of numerous awards and honorary degrees from schools all over the world, he holds an M.A. from the University of Chicago and a Ph.D. from MIT, both in economics. Kotler has an incredible international presence-his books have been translated into approximately twenty-five languages, and he regularly speaks on an international circuit.
Nancy Lee has more than 20 years of professional marketing experience, with special expertise in Social Marketing, Strategic Marketing Planning, Marketing Research and Marketing Communications. As President of Social Marketing Services, Inc. since 1993, Ms. Lee has consulted with more than 100 non-profit organizations and has participated in the development of more than 50 social marketing campaign strategies for public sector agencies. Clients in the public sector include Washington State Department of Health, Office of Crime Victims Advocacy, County Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, City of Seattle, Attorney General of Washington and Office of Superintendent of Public Instruction. She is an adjunct faculty member, teaching social marketing and marketing planning at the University of Puget Sound and Seattle University.
