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Corporate social responsibility Doing the most good for you company and your cause
I f you are reading this introduction, chances are you work in your company?s department for community relations, corporate communications, public affairs, public relations, environmental stewardship, corporate responsibility, or corporate citizenship. But it is just as likely that you are a marketing manager or a product manager, have responsibility for some aspect of corporate philanthropy, or are on staff at a corporate foundation. On the other hand, you may work at an advertising, public relations, or public affairs firm and be looked to for advice by your corporate clients in the area of corporate social initiatives. And you may be the CEO. If you are like others in any of these roles, we think it?s also quite possible that you feel challenged and pulled by the demands and expectations surrounding the buzz for corporate social responsibility. It may be as fundamental as deciding what social issues and causes to support and making recommendations on which ones to reject. It may involve the grace and finesse often required for screening potential community partners and figuring out how much or what to give. It most likely requires rigor in selling your ideas internally, setting appealing yet realistic expectations for outcomes, and then building cross-functional support for implementation plans. You may be concerned with how to integrate a new initiative into current strategies and to handle the extra workload. Or perhaps you are currently on the hot seat to evaluate and report what happened with all that money you gave last time to a cause, or gave as a result of retooling practices implemented to save the planet last year. If so, we have written this book for you. More than 25 of your colleagues in firms including Ben & Jerry?s, IBM, Washington Mutual, Johnson & Johnson, Timberland, Microsoft, The Body Shop, American Express, and Starbucks have taken time to share their stories and their recommendations for how to do the most good for your company as well ix as for a cause. You?ll read about their hard lessons learned and perceived keys to success. We have a common agenda. We all want a better world and are convinced that communities need corporate support and partnerships to help make that happen. A key to bringing about this support is for corporations to recognize and realize opportunities for bottom-line benefits, including corporate goodwill. Even though this book has been written primarily for those in forprofit corporations and their communication agencies and foundations, it can also be beneficial to those in nonprofit organizations and public sector agencies seeking corporate support and partners for social initiatives. It offers a unique opportunity for you to gain insight into a corporation?s wants and needs and can better prepare you to decide what companies to approach and how to listen before you ask. The final chapter, just for you, presents 10 recommendations that will increase your chances they will say yes. When you recognize and practice the marketing role inherent in this process, your target markets will appreciate it. Our sincere hope is that this book will leave corporate managers and staff better prepared to choose the most appropriate issues, best partners, and highly leveraged initiatives. We want it to help you engender internal enthusiasm for your recommendations and inspire you to develop blue ribbon initiatives. And, perhaps most important, we imagine it increasing the chances that your final report on what happened is both credible and incredibly good news for your company and the cause.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| Tan 658.408 Kot c | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | New Jersey John Wiley & Sons., 2005 |
|---|---|
| Edisi | - |
| Subjek | Corporations Corporate image Social marketing Social responsibility of business charitable contributions |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |