Acknowledgments.
Introduction.
1. The Case for Doing at Least Some Good.
2. Corporate Social Initiatives: Six Options for Doing Good.
3. Corporate Cause Promotions: Increasing Awareness and Concern
for Social Causes.
4. Cause-Related Marketing: Making Contributions to Causes Based
on Product Sales.
5. Corporate Social Marketing: Supporting Behavior Change
Campaigns.
6. Corporate Philanthropy: Making a Direct Contribution to a
Cause.
7. Community Volunteering: Employees Donating Their Time and
Talents.
8. Socially Responsible Business Practices: Discretionary
Business Practices and Investments to Support Causes.
9. Twenty-five Best Practices for Doing the Most Good for the
Company and the Cause.
10. A Marketing Approach to Winning Corporate Funding and
Support for Social Initiatives: Ten Recommendations.
Notes.
Index.

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.