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Good Works!

Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

This books shows how businesses can do well by doing good, with contemporary examples from across America and around the world.

This books shows how businesses can do well by doing good, with contemporary examples from across America and around the world.

Ingredient Branding

Making the Invisible Visible

An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.

Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International
Marketing at the Kellogg School of Management, Northwestern University,
Evanston, Illinois. He received his Master's Degree at the University of Chicago
and his ...

Strategic Marketing for Nonprofit Organizations

For graduate courses in Nonprofit Marketing and Management. This best-selling text focuses on the impact of nonprofit marketing in the social sector and the growing intersection between nonprofit management and the business world.

For graduate courses in Nonprofit Marketing and Management. This best-selling text focuses on the impact of nonprofit marketing in the social sector and the growing intersection between nonprofit management and the business world.

A Stakeholder Approach to Corporate Social Responsibility

Pressures, Conflicts, and Reconciliation

Corporate social responsibility has grown into a global phenomenon that encompasses businesses, consumers, governments, and civil society, and many organizations have adopted its discourse. Yet corporate social responsibility remains an uncertain and poorly defined ambition, with few absolutes. First, the issues that organizations must address can easily be interpreted to include virtually everyone and everything. Second, with their unique, often particular characteristics, different stakeholder groups tend to focus only on specific issues that they believe are the most appropriate and relevant in organizations' corporate social responsibility programs. Thus, beliefs about what constitutes a socially responsible and sustainable organization depend on the perspective of the stakeholder. Third, in any organization, the beliefs of organizational members about their organization's social responsibilities vary according to their function and department, as well as their own managerial fields of knowledge. A Stakeholder Approach to Corporate Social Responsibility provides a comprehensive collection of cutting-edge theories and research that can lead to a more multifaceted understanding of corporate social responsibility in its various forms, the pressures and conflicts that result from these different understandings, and some potential solutions for reconciling them.

A Stakeholder Approach to Corporate Social Responsibility provides a comprehensive collection of cutting-edge theories and research that can lead to a more multifaceted understanding of corporate social responsibility in its various forms, ...

High visibility

A fascinating look at how executives, politicians, entertainers, athletes and other professionals creat, market, and achieve successful images. Illustrated.

A fascinating look at how executives, politicians, entertainers, athletes and other professionals creat, market, and achieve successful images. Illustrated.

Strategic Marketing For Health Care Organizations

Building A Customer-Driven Health System

This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.

This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena.

Lo bueno funciona

A quienes mezclan Responsabilidad Social Corporativa con negocios se les suele tildar bien de empresarios oportunistas que quieren lavar su imagen o bien de emprendedores con visión social que desean crear un mundo mejor. Lejos de ambas visiones Philip Kotler, el gurú del marketing, junto a dos grandes expertos como David Hessekiel y Nancy R. Lee, nos acercan a la teoría positivista de las iniciativas sociales como medio de alcanzar el delicado equilibrio de generar simultáneamente dividendos financieros y sociales.Lo bueno funciona enseña a todo aquel que se considere un verdadero creador de negocio a dar con la mejor causa social corporativa a través de casos de éxito tanto de compañías españolas (Agbar, CaixaBank, Coca-Cola, Danone, Endesa, Telefónica, Mango y Unilever) como de otras extranjeras. Sus páginas están llenas de orientaciones y de los mejores consejos para integrar el marketing con las iniciativas sociales en los principales objetivos de un negocio. Este libro es la mejor brújula para lograr ser un empresario responsable y no solo parecerlo.

Lejos de ambas visiones Philip Kotler, el gurú del marketing, junto a dos grandes expertos como David Hessekiel y Nancy R. Lee, nos acercan a la teoría positivista de las iniciativas sociales como medio de alcanzar el delicado equilibrio ...

Social marketing

strategies for changing public behavior

Outlines hows groups devoted to social change can effectively utilize their resources to maximize results, providing a marketing framework for social campaigning and targeting consumer groups

Outlines hows groups devoted to social change can effectively utilize their resources to maximize results, providing a marketing framework for social campaigning and targeting consumer groups

Standing Room Only

Strategies for Marketing the Performing Arts

Argues that organizations in the performing arts must market themselves to survive, including defining their mission, thinking strategically, and applying basic marketing concepts like product and pricing

Argues that organizations in the performing arts must market themselves to survive, including defining their mission, thinking strategically, and applying basic marketing concepts like product and pricing