Good works! : marketing and corporate initiatives that build a better world... and the bottom line

• Main Authors: Kotler, Philip, 1931- (Author), Hessekiel, David, 1960- (Author), Lee, Nancy, 1945- (Author)
• Format: Book
• Language: English
• Published: Hoboken, N.J. : Wiley, [2012]
• Subjects: marketing > sociální aspekty; společenská odpovědnost firem; marketing > social aspects; corporate social responsibility; příručky; handbooks and manuals

"Marketing guru Philip Kotler explains how social initiatives can help your business grow. Businesspeople who mix cause and commerce are often portrayed as either opportunistic corporate "causewashers" cynically exploiting nonprofits, or visionary social entrepreneurs for whom conduct...