Published simultaneously in Canada.

Includes bibliographical references (p. 277-295) and index.

The case for doing at least some good -- Corporate social initiatives : six options for doing good -- Corporate cause promotions : increasing awareness and concern for social causes -- Cause-related marketing : making contributions to causes based on product sales -- Corporate social marketing : supporting behavior change campaigns -- Corporate philanthropy : making a direct contribution to a cause -- Community volunteering : employees donating their time and talents -- Socially responsible business practices : discretionary business practices and investments to support causes -- Twenty-five best practices for doing the most good for the company and the cause -- A marketing approach to winning corporate funding and support for social initiatives : ten recommendations.

To help corporate managers and executives in their support of worthy social causes, Kotler (international marketing, Kellogg School of Management) and Lee (market consultant) examine six major types of corporate social initiatives and offer comments on their strengths and weaknesses by executives from companies such as Ben and Jerry's, Microsoft and Hewlett-Packard. Kotler and Lee offer 25 best practices for doing good for the company and its cause, as well as recommendations for winning corporate support. Annotation #169;2004 Book News, Inc., Portland, OR (booknews.com) Distributed by Syndetic Solutions, Inc.