If you want to stop an eight year old boy from smoking - who is he most likely to listen to? parents? teachers? the government? or Nike? If that same boy's parents are buying him a Christmas gift, which will they chose? Sportsshoes from the company that only promotes its brand? Or shoes from the company that alsouses its brand to promote anti-smoking? In Good Business, the authors argue that in the 21st century, the successful companies will bethose that use their power and influence to work for social progress. And they'll do itbecause making the world a better place will also be the best way to make money. This issocial marketing and is the core idea behind Good Business.
- Paperback | 288 pages
- 129 x 198 x 19.05mm | 408.23g
- 30 Jan 2005
- Cengage Learning, Inc
- Texere Publishing
- Florence, United States
- 2nd ed.
"This is a book which offers a fresh and illuminating perspective on the role of companies in society. While the authors are skeptical about many of the fashionable prescriptions put forward by advocates of corporate social responsibility, they show how companies can use their skills and resources in imaginative and constructive ways to contribute to the alleviation of social problems."