Corporate Social Responsibility

PHILIP KOTLER is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. One of the world's top authorities on marketing, he is also the author of thirty-five books, including Marketing Insights from A to Z, also from Wiley. NANCY LEE, MBA, is President of Social Marketing Services, Inc., and a marketing professional with more than twenty years of experience. She is an adjunct faculty member at the University of Washington and Seattle University where she teaches marketing.

"An excellent starting point…" (Long Range Planning, August 2006)

• 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.