Examines what cause-related marketing is, how it works, and how the private sector can capitalize on it both to make money and, at the same time, to fashion a better society. In the process, it discusses how to use cause-related marketing to expand existing business and to attract new business.
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Editorial Reviews
From Library Journal
As an examination of the trend toward corporate social responsibility, which Embley, president of a cause-related marketing group, dubs "philanthropic economics," this book is rather unfocused. It combines discussions of most of the current buzz words with the author's personal experiences and beliefs, which are not particularly insightful. Though a chapter on television and celebrity endorsements and one on socially responsible investments are of some interest, the book generally lacks objectivity regarding both issues (ethical and others) and the social role of corporate America, past, present and future. Richard Steckel and Robin Simons's Doing Better by Doing Good ( LJ 10/1/92) does a better job on the same subject. (Illustrations not seen.)-- Elizabeth McKenty, Foundation Ctr., New York
Copyright 1992 Reed Business Information, Inc.
Copyright 1992 Reed Business Information, Inc.
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2 of 2 people found the following review helpful:
5.0 out of 5 stars
Heart and mind can go together,
By A Customer
This review is from: Doing Well While Doing Good: The Marketing Link Between Business & Nonprofit Causes (Hardcover)
There has been several books written on corporate social responsiblity but none that compare to "Doing Well While Doing Good." The author has done a great job of revealing not only the importance of corporate citizenship from a dollars and sense standpoint but also highlighting those organizations that have made a real difference for so many worthy causes struggling for a share of the philanthropic pie.
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