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Good business : making money by making the world better

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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.

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Product Details
Texere Publishing
1587991616 / 9781587991615
Paperback
658.408
30/11/2003
United States
English
288 p.
24 cm
general /research & professional Learn More
Previous ed.: 2002.