Corporate Social Responsibility

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.

Praise for CORPORATE SOCIAL RESPONSIBILITY "This comprehensive perspective on corporate social responsibility answers tough questions about the value of social initiatives for companies, investors, employees, and customers." Sandra Taylor Senior Vice President, Corporate Social Responsibility, Starbucks Coffee Company "Brilliant. an important compilation of great work done by great companies. Corporate Social Responsibility examines the most innovative business practices and leaders of our time who are discovering the pathways that converge business and social agendas for 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 'have to do.' Corporate Social Responsibility is a must-read for marketers and managers desiring the most significant outcomes from their cause investments." Carol L. Cone Chief Executive Officer, Cone, Inc. "Corporate Social Responsibility is at once both visionary and practical, making the compelling case that corporate community engagement and maximizing profit and shareholder value are not mutually exclusive, but rather mutually reinforcing." Bill Shore Founder and Executive Director, Share Our Strength

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.

In Corporate Social Responsibility, Philip Kotler, one of the business world's foremost thought leaders, and social marketing consultant Nancy Lee provide a cutting-edge treatment of the best ways and means that corporations can contribute to the their communities. They have researched the social responsibility profiles of major U.S. companies and have introduced new categories on how businesses can give back value to society. They offer advice on how to choose among major worthy causes and also how to measure the amount of good achieved both for the recipients and the companies themselves. This book shows corporate leaders how to maximize the amount of good they can do in a way that it congruent with the needs of the recipients and the company's values.