1 of 1 people found the following review helpful
An excellent starting point indeed,
This review is from: Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (Business) (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