From cause-related marketing to CSR, businesses have a rich toolkit to do well by doing good.
By David Hessekiel
A commitment to doing the right thing is no guarantee of winning in the marketplace, but over the past 30 years numerous companies have demonstrated that you can simultaneously build a better world and the bottom line.
Experience has shown that creating successful marketing and corporate social initiatives requires intelligence, commitment and finesse whether you work for a Fortune 500 company or a fledgling firm.
Identifying the strategies and tactics that have enabled businesses to create such win-win initiatives is the focus of Good Works! the book I recently co-authored with Professor Phillip Kotler and social marketing expert Nancy Lee.
The chances for success of any company contemplating an investment in purpose-driven programs will be greatly increased if they understand early on that this is not a one-size-fits-all phenomenon. There are six major types of marketing and corporate social initiatives to be aware of.
Over the next two weeks, Nancy Lee and I will take you on deeper dives into best practices associated with these six types of marketing and corporate social initiatives.
About the Author
David Hessekiel is president of Cause Marketing Forum, Inc. and co-author of Good Works! Marketing and Corporate Initiatives That Build a Better World and the Bottom Line (Wiley, 2012).
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