Summary of Good Works!

Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

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Good Works! book summary
Corporations pay for social programs – but why?


8 Overall

9 Applicability

8 Innovation

7 Style


David Hessekiel, Nancy R. Lee – both leading experts on marketing and social programing – and marketing guru Philip Kotler joined forces to write a practical guide to implementing effective corporate social initiatives. The authors explain what corporate social responsibility (CSR) is and how its landscape has changed over the last 20-odd years. They suggest how to establish the best relationship between your firm’s goals and the goals of a charitable campaign. Then they identify six types of initiatives and add illustrative case studies to show how each one works. The examples are interesting, relatable and moving. getAbstract recommends this guide to marketing executives, PR representatives, corporate donors and nonprofit professionals. But beware: You may become so inspired that you’ll want to jump right in.

In this summary, you will learn

  • How corporate social responsibility can help your firm
  • How to choose the best philanthropic model
  • How to implement a social program
  • How nonprofits and public-sector agencies can find corporate sponsors


The Evolution of Corporate Social Responsibility
Corporate social responsibility (CSR) is “a commitment to improve community well-being through discretionary business practices and contributions of corporate resources.” CSR became popular in the 1960s but has changed considerably since...
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About the Authors

Philip Kotler is a marketing expert and an author. David Hessekiel is president of the Cause Marketing Forum. Nancy R. Lee is a nonprofit consultant and a social marketing campaign strategist.

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