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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.
- Sales Rank: #212708 in Books
- Published on: 2004-12-13
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x 1.15" w x 6.35" l, 1.12 pounds
- Binding: Hardcover
- 320 pages
Review
"An excellent starting point…" (Long Range Planning, August 2006)
From the Inside Flap
In today's world, it is no longer just acceptable that a corporation does well by doing good. It is expected. With increasing pressures to improve the bottom line as well as to be good corporate citizens, business leaders face tough decisions. What social issues should we support? What charities will make strong partners? What initiatives should we develop that will do the most good for the company as well as the cause? Do we just write a check, incorporate social messages in our advertising, encourage our employees to volunteer, or do we also alter our business practices? How do we integrate a new initiative into current strategies? How do we implement a successful program? How do we generate internal support and passion? How do we measure success? A bible for today's corporate citizens, Corporate Social Responsibility provides thoughtful answers to these vital questions and many more.
Philip Kotler, one of the world's foremost voices on business and marketing, and Nancy Lee, President of Social Marketing Services, Inc., provide best practices and cutting-edge ideas on the best ways and means for corporations to maximize corporate contributions to social issues and to know what good they did. Business leaders will learn how to align their business goals with cultural and social ones; choose social issues and charities to support; gain employee support; implement successful initiatives; and evaluate their efforts.
Offering more than just a theoretical perspective, this book includes the personal insight of some of the business world's most admired companies. Full of proven recommendations and real-world advice on social initiatives, it includes first-person stories from twenty-five business leaders from such successful and benevolent socially responsible companies as Ben & Jerry's, IBM, Washington Mutual, Johnson & Johnson, Microsoft, The Body Shop, Hewlett-Packard, and American Express. For those seeking funding from corporations such as these, a final chapter presents ten recommended strategies for success.
This insightful and practical book presents twenty-five best practices, assembled to guide decision-making in the area of corporate social responsibility. It is, in the end, intended to help maximize the return on discretionary corporate investments, resulting in efforts that do the most social, environmental, and economic good.
From the Back Cover
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
Most helpful customer reviews
9 of 9 people found the following review helpful.
Excellent and Enlightening
By Elijah Chingosho
This is an enlightening book on corporate social responsibility by knowledgeable authors. As a manager you bring with you your own concept of what is right and what is wrong to your organisation. Every decision that you make is the application of these values to the question at hand. This is made more difficult by the pressures of organisational life. These are the pressures of rapid changes, the pressure for greater productivity, competition and superiors, among others. Sometimes managers make decisions which conflict with their own or society's values because of what they see as the pressures of the business world. Dealing with ethical and moral issues is often perplexing. This excellent book provides guidance on how we should we think through an ethical issue, the questions we should ask and the factors that we should consider and how we can ensure that corporate social responsibility issues receive the attention they deserve.
The ways that the authors suggest to enhance corporate social responsibility are practical and simple to implement and should enable companies to benefit from a favourable corporate image which should translate to benefits to the bottom line.
This is a well written book that is easy to follow and understand that is well recommended.
7 of 8 people found the following review helpful.
At last: a reference work for corporate philanthropy
By Rolf Dobelli
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.
5 of 6 people found the following review helpful.
An invaluable resource on Corporate Social Responsibility
By Jan Pomerantz
Phil Kotler and Nancy Lee have created an invaluable guidebook for companies, nonprofits and their advisors to enhance corporate reputations while improving society. Besides demonstrating how corporate social responsiblity has boosted the bottom line and added value for investors on all sides of the cause world, the authors provide detailed "how to" models for every type of business and nonprofit. This book has quickly become the "must read" bible for CSR and those involved with marketing in the nonprofit sector.
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