Корпоративна социална отговорност: Най-доброто за вашата компания и за вашата кауза

by Philip Kotler, Филип Котлър

Работите в ПР отдел или в отдел за корпоративни комуникации, пъблик афеърс, корпоративна социална отговорност или корпоративни партньорства? Тогава книгата "Корпоративна социална отговорност: Най-доброто за вашата компания и вашата кауза" е точно за вас.

Повече от 25 фирми като Ben & Jerry`s, IBM, Washington Mutual, Johnson & Johnson, Timberland, Microsoft, The Body Shop, American Express и Starbucks споделят опита и препоръките си как да се извлече максимална полза за компанията и за каузата. Ще научите от тях за тежките уроци, които са научили, и за ключа към успеха, който са открили.

Genres: Business, Nonfiction, Economics

320 pages, Hardcover

First published December 13, 2004

About the author

Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)

Reviews

[Marawan Awad · Rating 5 out of 5]

الكتاب راكنو عندي سنتين لسة مخلصه امبارح علشان اهدي لصديق ممكن يستغل لكتاب أحسن مني .... لما جبت الكتاب كنت شغال في العمل المدني و الاستمالة الشركات لقضايا معينة ... الكتاب تحفة ... عبارة عن بحث فيه ملخص تجارب كثيرة في مجال المسؤولية الااجتماعية لللشركات .. تجارب ناجحة جدا لشركات امريكية في الفترة من 2000 ل 2009 بكل ايجابيات و تحديات التجارب بالارقام و الاحصاءات .... في طرق كتير مبتكرة في الكتاب .... انا شايفه مرجع أساسي لأي حد شغال في جال ال مسؤولية المجتمعية للشركات في شركة ...أوبيشتغل في العمل المدني في جزء ال fund raising ....

[Emily D · Rating 5 out of 5]

I ended up just skimming through this book as it's a bit too basic for me now. But it's a good read for the beginner still looking for basic info on the world of CSR as it gives a very good overview and loads of examples.

In "Corporate Social Responsibility", Kotler takes you through what he calls the six options for doing good:
1. Corporate Cause Promotions
2. Cause-Related Marketing
3. Corporate Social Marketing
4. Corporate Philanthropy
5. Community Volunteering
6. Socially Responsible Business Practices

I say it gives a good overview as the focus throughout the book is on differentiating each type of CSR tactic, complete with an analysis of pros and cons of how each one can affect your brand. He doesn't really go into in-depth case studies, but he mentions a lot of examples done by major companies such as The Body Shop, ben and Jerry's, AT&T, McDonalds, and many many many more.

I'd recommend this to brand managers and other marketing department people who are well trained to push products, but find the world of CSR very foreign. This book will help you link different types of CSR to things more familiar to you - equity building, creating brand preference, driving traffic, and yes, even increasing sales. (I think I got you guys with that last one, didn't I? Heheh)

And to my friends over on the other side - the nonprofit managers and heads of fundraising - you better read this too! Because it helps a lot when you can speak the same language as your corporate partners and funders. This is a painless way to learn the principles and jargon, all within a context that makes sense to you. It's hard to transpose learning from a commercial setting into a nonprofit setting, trust me. I've done a few workshops with NGO people, trying to teach them marketing, so I've seen my fair share of blank stares and confused faces when I keep putting commercial brand examples in front of them. So please, read this book.


- - -

A slight caveat to my friends here in the Philippines. I got this book back when i was still in NYC, so I can't guarantee that you'll find this in your friendly neighborhood National Bookstore / Powerbooks / Fully Booked. I'm sure the special bookstores can order it for you; But from experience, waiting time is usually a month or so. If you're really really nice to me and promise to be really really nice to my book, I can maybe lend it to you. Just don't mind all the highlights and notes on the margins :D

[Ibrahim Hassan]

شكرا دوما

[Amir Noferesti · Rating 4 out of 5]

"Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause" by Philip Kotler is a comprehensive and insightful guide to the world of corporate social responsibility. The author, a renowned marketing expert, provides a unique perspective on how companies can balance their business objectives with social and environmental goals.

The book is well-organized and easy to read, with clear explanations of the concepts and ideas behind corporate social responsibility. Kotler covers a wide range of topics, including the history and evolution of CSR, the different approaches to CSR, and the impact of CSR on a company's reputation, brand, and bottom line. He also provides practical tips and strategies for companies to implement CSR programs effectively.

One of the standout features of the book is the author's emphasis on the importance of aligning CSR initiatives with a company's core business strategy. This is a key concept that many companies overlook, and Kotler does an excellent job of explaining why it is so important for long-term success.

Another strength of the book is the attention given to measuring the impact of CSR programs. Kotler provides a framework for companies to evaluate the effectiveness of their initiatives and make data-driven decisions about their CSR programs.

Overall, "Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause" is a must-read for anyone interested in learning more about this crucial aspect of modern business. Whether you're a CEO, a marketing professional, or a student of business, this book will provide valuable insights and practical advice for doing well by doing good.

[Giao Quynh · Rating 5 out of 5]

For someone who begin to learn about the fundamental operations of corporate social initiatives among businesses, this book is a great start. It provides a framework for categorizing each type of social initiatives, including definitions, strengths, potential concerns, and how to implement, with clearly illustrated case studies.

[Haneen · Rating 3 out of 5]

Very basic, i had to read it as it was one of the books i was advised to read while doing my DBA research in CSR. Found it very shallow and only provides what I already know about Corporate Social Responsibility.

Could be useful as an introductory for CSR and for students in universities as part of their CSR studies.

[Junita Riany · Rating 5 out of 5]

Give a very new insights.

[Ebenezer Coffie]

i need it

[Joana]

Great insight on CSR. Very useful.

[Asyiah Aathira Adawiyah · Rating 3 out of 5]

i am happy because i can do the skripsi