Philip Kotler & David Hessekiel 
Good Works! [PDF ebook] 
Marketing and Corporate Initiatives that Build a Better World…and the Bottom Line

Acknowledgments v
I Introduction 1
1 Good Intentions Aren’t Enough: Why Some Marketing and
Corporate Social Initiatives Fail and Others Succeed 3
2 Six Social Initiatives for Doing Well by Doing Good 21
II Marketing Driven Initiatives: Growing Sales and Engaging
Customers 47
3 Cause Promotion: Persuading Consumers to Join Your Company in
a Good Cause 49
4 Cause-Related Marketing: Making Contributions to Causes Based
on Product Sales and Consumer Actions 82
5 Corporate Social Marketing: Supporting Behavior Change
Campaigns 111
III Corporate-Driven Initiatives: Expressing and Advancing
Your Company’s Values and Objectives 139
6 Corporate Philanthropy: Making a Direct Contribution to a
Cause 141
7 Community Volunteering: Employees Donating Their Time and
Talents 158
8 Socially Responsible Business Practices: Changing How You
Conduct Business to Achieve Social Outcomes 177
IV Offense and Defense 197
9 Offense: Choosing a Social Problem to Alleviate 199
10 Offense: Selecting a Social Initiative to Support the Cause
206
11 Offense: Developing Social Initiative Programs 211
12 Offense: Evaluating Efforts 217
13 Summary of Best Practices 223
14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics
228
V For Nonprofits and Public Sector Agencies Only 237
15 A Marketing Approach to Winning Corporate Funding and Support
for Social Initiatives: Ten Recommendations 239
Notes 253
Index 277

PHILIP KOTLER is one of the world’s leading authorities on marketing, and his writing has defined marketing around the world for the past forty years. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management.
DAVID HESSEKIEL is President of the Cause Marketing Forum. Executives around the world turn towww.causemarketingforum.com for news, research and case studies and to access CMF’s programs and publications. A Forbes, Media Post and Huffington Post blogger, Hessekiel is a frequently quoted industry analyst and regularly speaks about cause marketing and Corporate Social Responsibility to business and NGO audiences.
NANCY R. LEE is President of Social Marketing Services, Inc., an adjunct faculty at the University of Washington, has consulted with more than 100 nonprofit organizations, and has participated in the development of more than 50 social marketing campaign strategies for public sector agencies. This is the ninth book she has coauthored with Philip Kotler.