Good Works!
Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line
Number of pages: 288
Publisher: Wiley
BBB Library: Sales and Marketing, CSR and NGO
ISBN: 9781118206683
Editorial Review
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.
Book Reviews
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Wisdom to Share
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.
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