By Philip Kotler
Книга company Social accountability: Doing the main strong in your corporation and... company Social accountability: Doing the main stable to your corporation and Your CauseКниги Маркетинг Автор: Philip Kotler, Nancy Lee Год издания: 2004 Формат: pdf Издат.:Wiley Страниц: 320 Размер: 3,3 ISBN: 0471476110 Язык: Английский0 (голосов: zero) Оценка:Today, organizations are anticipated to offer anything again to their groups within the kind of charitable initiatives. In company Social accountability, Philip Kotler, one of many world's superior voices on company and advertising and marketing, and coauthor Nancy Lee clarify why charity is either reliable P.R. and sturdy for company. They exhibit enterprise leaders tips on how to pick out social factors, layout charity tasks, achieve worker help, and evaluation their efforts. in addition they supply the entire top practices and state-of-the-art principles that leaders have to maximize their contributions to social explanations and do the main stable. With own tales from twenty-five enterprise leaders from socially liable businesses, this is often the bible for brand new sturdy company citizen.
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Page 48 As noted earlier, the delineation of these distinct subcategories may help increase consideration of these initiatives and may make understanding and application of the keys to success for a particular initiative more likely. The following six chapters outline each initiative's unique and recommended circumstances for consideration and keys for successful development and implementation. 1 Ben & Jerry's supports awareness of global warming with a special ice cream flavor and more. ) Builds Traffic and Customer Loyalty In the following example, the corporation benefits from a creative and natural donation of abundant resources—its store space—and the appeal of abandoned and homeless pets.
Made the conscious decision not to sell cats and dogs. 6 PETsMART, Inc. donates more than $5 million annually in space and supplies for the adoption centers, and the charity works with more than 2,700 animal welfare organizations across North America. These organizations keep 100 percent of their adoption fees and there is no cost to them to use the in-store Centers. The store and the PETsMART Charities also work together to implement a biannual "Just A Buck, Change Their Luck" fundraising campaign to help homeless pets.
2 PETsMART provides space for in-store adoption centers for homeless pets. ) Page 58 Creates Brand Preference with Target Markets Direct competitors of the Aleve brand might find this selection of an initiative and partnership enviable. Example: Aleve and Arthritis Foundation In 2002, Aleve began to market more stringently to consumers with arthritis. In order to generate brand awareness among these consumers, Aleve developed a partnership with the Arthritis Foundation and became the National Presenting Sponsor of the Arthritis Foundation's nationwide Arthritis Walk event.