Recent researchers argued that businesses must adopt a “shared value” mindset that seeks out and capitalizes on business opportunities to create “economic value in a way that also creates value for society by addressing its needs and challenges.” They criticize most companies for being “stuck in a social responsibility mindset in which social issues are at the periphery, not the core.” We agree that some activity carried out over the years in the name of “social responsibility” has been poorly conceived and ineffective at producing benefits for the companies or causes involved. Conceptualizing, creating, executing, and evaluating marketing and corporate social initiatives is challenging work. This book is intended to be a practical management guide for the executives tasked with allocating scarce resources strategically to craft policies and programs that do “good” for their companies and their communities.
" The book takes you step-by-step on how to plan, activate and follow through with partnerships and cause marketing campaigns, and it’s littered with exceptional case studies from the likes of TOM’s Shoes, Ben & Jerry’s, Levi’s, Best Buy, Patagonia, and of course, Park&Co." - The Business OF Story
It’s not an accident that almost all the brands, products, and careers that have succeeded with New Marketing are brand-new and fresh. The New Marketing demands more than a meatball. It insists on reinvention of the entire organization and the products it creates. Marketing is now about a lot more than
In the overcrowded world of goods, products and services, it’s far from an easy task to have your commodity stand out as the leader of the pack. In the marketplace today, everything is “better”; all foods ‘taste better’ all cars ‘drive better’ and all technologies are wired to ‘work better’. But
The dominant thinking of strategy work over the past 25 years has only focused on competition-based red ocean strategies. The result has been a fairly good understanding of how to compete skillfully in red oceans, with tools such as downsizing, differentiation, focus and benchmarking the competition. We rarely find any tools that
Support from corporations may take many forms including cash contributions, grants, promotional sponsorships, technical expertise, paid and earned media support, employee volunteers, etc.
Most healthcare professionals promise that if we engage in regular physical activity, we will look better, feel better, do better, and live longer. There are many who say that participation in Marketing and Corporate Social Initiatives has similar potential benefits.
When selecting a charity partner seek one that has a broad base of engaged supporters that can be activated to stimulate high volumes of activity.
Target a product offer that has the most chemistry with the cause, looking for the intersection between your customer base, your products, and people who care about the cause.
Research the idea with targeted customers, or consider a pilot program to gauge general appeal and refine marketing strategies.
Give the effort considerable visibility with potential buyers. Small mentions on product labels or small type added to existing ads may go unnoticed.
Consider the benefits of disclosing the actual or anticipated amount to be donated to the charity and its potential impact.
Every society needs a public sector to perform services that are critical to its interest that neither the private nor the nonprofit sectors want to handle. Since such operations are carried on at a great cost to its citizens, they request them to be conducted efficiently and effectively. Accordingly, the public
“Chaotics” provides business leaders with the system and tools to successfully navigate through the uncertain waters that will continue to confront all of their businesses in this new era “The Age of Turbulence”. The fact is that we are entering a new age of turbulence. But what is turbulence? We know