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"An excellent starting point…" (Long Range Planning, August 2006)
Product Description
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.
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
6 of 7 people found the following review helpful
Format:Hardcover
The days of corporate irresponsibility are past. The public now expects companies to behave according to a higher social standard. And guess what - operating a business built on socially responsible principles pays off. Decision makers at companies large and small are learning that when they build their businesses according to the dictates of social conscience, they reap rewards such as increased profits, an improved corporate image and happier employees. And, they sleep better at night. Author and marketing expert Philip Kotler and social marketing consultant Nancy Lee describe six ways you can develop and implement a corporate social program. They clearly explain and analyze each initiative in its own chapter, including illustrative examples of successful campaigns from leading companies such as Ben & Jerry's, The Body Shop and American Express. Their methods do overlap and they are, at times, redundant. Yet the points are important enough to bear repeating. We think every professional whose company is engaged in corporate social marketing - or needs to be - will find a treasure trove of applicable information in this book.
1 of 1 people found the following review helpful
Format:Hardcover
Everyone who read a few Porter articles or books knows that his line of argument holds water. It is the same with this book. On a very academic yet practical level Porter and Lee outline the concept of corporate social responsibility, how to market it, how to implement it in an organization, and how to integrate it into your business model.
After outlining a bit of history of corporate social responsibility, where it came from, and how it made its way into today's world of business, Porter and Lee directly jump into their personal domains: marketing. Pretty much half of this book is about marketing and social marketing. This should hardly surprise anyone if you look at the fields of expertise of the two authors. However, apart from the marketing focus, this book provides practitioners and professionals with three chapters of practical advice on how to put CSR into practice. Therefore, this is an excellent starting point for everyone who is new to the concept of CSR and introducing it in an organization.
- Frank Roettgers, author of Going Green Together: How to Align Employees with Green Strategies
After outlining a bit of history of corporate social responsibility, where it came from, and how it made its way into today's world of business, Porter and Lee directly jump into their personal domains: marketing. Pretty much half of this book is about marketing and social marketing. This should hardly surprise anyone if you look at the fields of expertise of the two authors. However, apart from the marketing focus, this book provides practitioners and professionals with three chapters of practical advice on how to put CSR into practice. Therefore, this is an excellent starting point for everyone who is new to the concept of CSR and introducing it in an organization.
- Frank Roettgers, author of Going Green Together: How to Align Employees with Green Strategies
Format:Kindle Edition
The concept of CSR purported in this book is more of a marketing strategy or ploy, rather than one which is a self effacing concern for people and the planet. Whilst Kotler & Lee advocate that economic & social objectives need not be dichotomous, the constant rhetoric of prescriptive methods & approaches denote unspoken assumptions of CSR as a social means of pursuing business benefits that degenerate it to a kind of 'investment capitalism'. A self serving marketing philosophy that considers the interests of shareholders above society, will not dispel the skepticism some have of the corporate motives for such initiatives, nor will it bring genuine 'care'. A refreshing alternative would have been to read about a CSR concept that centred on Kantism ethics and altruistic approaches.
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Most Recent Customer Reviews
Simple, Concise and Clear
The theme it self has more to do with experience and practical work than theoretical. This has a great compilation of good practices which are simple, concise and clear to... Read more
Published 12 months ago by mtorgal
Great
Book is great, has been used in my third year final assignment. Reccommended. Many thanks.
Published on 19 Mar 2010 by Big M
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