Corporate Social Responsibility (Expanding More Business Opportunities Through Public Welfare)

Author: (American) Kotler et al. (Auth.), Jiang Wenbo et al. (Trans.)
Publisher:
Publish Date: 2006-01-01
Features: For marketers and managers who are eager to achieve significant results from corporate social investment, this is a must-read book. Which social causes should we support? Which charities will become our strong partners? What kind of social initiatives can we develop to achieve the greatest benefit for both business and social good? Are we just writing a check? Should we integrate social messages into our advertising? How do we integrate a new social initiative into our current strategy? Marketing for a Better World People often ask why American Express supports so many charitable organizations around the world. The answer is simple: We have a vested interest in the well-being and security of our communities. Our charitable activities have added a brilliant luster to our brand. —Mary Beth Salerno, President, American Express Foundation From the beginning, integrating concern for society and the environment into our business strategy has fostered cutting-edge innovation and competitive advantages. And in the process, we have accelerated the development of fresh ideas, emerging markets, and the cultivation of the next generation of employees. —Carly Fiorina, Former CEO of HP "Establishing public-private partnerships like the 'Crest Healthy Smiles 2010' initiative can help advance our nation's oral health and improve it. These collective efforts can help us educate the public and oral health professionals." —David Satcher, M.D., Ph.D., Former U.S. Surgeon General "Your ads are annoying. We'd rather sleep on concrete than buy your mattresses. But in the end, we came because you made a big impact in the community; we became your customers because we received top-notch service in your stores." —Feedback letter to CEO Sonny Kochibuck of American Sleepland For marketers and managers who are eager to achieve significant results from corporate social investment, this is a must-read book. Which social causes should we support? Which charities will become our strong partners? What kind of social initiatives can we develop to achieve the greatest benefit for both business and social good? Are we just writing a check? Should we integrate social messages into our advertising? How do we integrate a new social initiative into our current strategy? This book provides clear and insightful answers to these challenges. Based on the different benefits that various social initiatives can bring to both social good and businesses, the book categorizes them into six main types and presents the pros and cons of each category as seen by professionals in the field. For each type of social initiative, the book provides detailed and vivid case studies, most of which come from well-known companies or brands such as IBM, General Electric, Microsoft, HP, Procter & Gamble, and Avon.