Abstrak
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 : 2004 Book News, Inc., Portland, OR (booknews.com).
Kata kunci
Corporate image