Book Review : Good Works - Corporate Marketing Initiatives That Build A Better World And The Bottom Line
There is hardly an MBA, at least in India, who hasn’t heard of Philip Kotler. Without his book, one cannot imagine studying Marketing. Thus, on noticing a book co-authored by this Author, I didn’t have to think twice before buying it. The book in question is titled : “ Good Works! Market And Corporate Initiatives That Build A Better World… And The Bottom Line ”. It was the last few words that got my attention; CSR will likely remain an afterthought, a regulatory requirement, unless it is linked with the Bottom Line. That is the nature of the modern for-profit organization. This book is a treatise full of case studies around Corporate Social Initiatives, bunched around 6 central themes : Cause Promotion {Persuading Consumers To Join Your Company In A Good Cause} Cause-Related Marketing {Making Contributions To Causes Based On Product Sales And Consumer Actions} Corporate Social Marketing {Supporting Behaviour Change Campaigns} Corporate Philanthropy {Making A