Book description
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. 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.
