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BOOK TIP In their book, the three authors Philip Kotler, David Hessekiel and Nancy R. Lee explain how the right marketing can improve the world and the balance sheets of a company. Today, social engagement is no longer limited to funding fire department festivals in the region. Successful companies are taking a strategic approach. Marketing guru Philip Kotler and [...]
Today, social commitment is no longer limited to financing fire department festivals in the region. Successful companies are taking a strategic approach. Marketing guru Philip Kotler and his team of authors have identified six forms of "social initiatives" that are designed to bring success to both the company itself and society. The experts show best practices and provide tips on how to select the right projects and partners and implement the initiatives. Compared to other corporate social responsibility books, Kotler and colleagues emphasize the marketing aspect much more: i.e., how social initiatives can help increase sales or brand loyalty. The predominantly U.S. case studies will be little new to readers already steeped in the subject. But they show in concrete terms which success factors and stumbling blocks need to be considered when planning and implementing social projects. getAbstract rating: 7Practicability: 8Innovation level: 6Style: 7 Publisher: GabalPublication date: 2013Pages: 346ISBN: 9783869364711
