Marketing guru Philip Kotler explains how social initiatives can help your business grow Businesspeople who mix cause and commerce are often portrayed as either opportunistic corporate \`causewashers\` cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a Corporate Social Responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results.Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses Explains how to balance social and business goals Author Philip Kotler is one of the world`s leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world`s leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler With Good Works, you`ll find that you can generate significant resources for your cause while achieving financial success.