Good Works! -- Contents -- Acknowledgments -- Part I Introduction -- Chapter 1 Good Intentions Aren't Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed -- What Is Good? -- What Are the Trends? -- Establishment of a Corporate Social Norm to Do Good -- What Are the Major Current Challenges to Doing Good? -- Chapter 2 Six Social Initiatives for Doing Well by Doing Good -- Target Corporation -- Johnson & Johnson -- In Summary -- Part II Marketing Driven Initiatives: Growing Sales and Engaging Customers -- Chapter 3 Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause -- Case #1: Chipotle Mexican Grill-Strengthening Brand Positioning -- Case #2: PetSmart-Building Traffic and Customer Loyalty -- Case #3: First Response and March of Dimes-Creating Brand Preference with Target Markets -- Case #4 : Macy's and Reading Is Fundamental-Driving Sales -- Case #5: Farmers Insurance, Be a Hero for Babies Day-Strengthening Relationships -- Case #6: Food Network and Share Our Strength-Leveraging Media Assets -- Case #7: Pearson and Jumpstart-Strengthening Corporate Image -- Keys to Success -- Case #8: Marks & Spencer-Deriving Value from Nonprofit Partnerships -- Case #9: General Mills Yoplait Yogurt-Building Equity, Loyalty, and Passion -- Case #10: LensCrafters-Creating a Point of Differentiation -- Potential Concerns with Cause Promotion -- When Should Cause Promotion Be Considered? -- Developing a Cause Promotion Campaign Plan -- In Summary -- Chapter 4 Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions -- Typical Cause-Related Marketing Offer Formats -- Potential Business Benefits -- Case #1: TOMS-Building Positive Brand Identity -- Case #2: Sainsbury's and Comic Relief-Attracting New Customers.

Case #3: The Avon Breast Cancer Crusade-Building Brand Equity While Raising Funds for a Cause -- Case #4: The Pedigree Adoption Drive-Reaching Niche Markets -- Case #5: Procter & Gamble and UNICEF ''1 Pack = 1 Vaccine''-Increasing Product Sales -- Case #6: General Mills Box Tops for Education-Building Corporate Partnerships -- Keys to Success -- Case #7: The Subaru ''Share the Love'' Event-Analyzing and Improving Each Year -- Case #8: TELUS-Maximizing Impact by Localizing Contributions -- Case #9: Kraft Foods Huddle to Fight Hunger-Embracing Social Media -- Potential Concerns -- When Should Cause-Related Marketing Be Considered? -- In Summary -- Chapter 5 Corporate Social Marketing: Supporting Behavior Change Campaigns -- Typical Corporate Social Marketing Campaigns -- Potential Corporate Benefits -- Case #1: Subway® Restaurants and Healthy Fast Food Options-Supporting Brand Positioning -- Case #2: Levi's® Care Tag for the Planet-Creating Brand Preference -- Case #3: Best Buy and e-Cycle-Building Traffic -- Case #4: Energizer and Change Your Clock Change Your Battery''®-Increasing Sales -- Case #5: Allstate and Teen Driver Pledge-Improving Profitability -- Case #6: Clorox and the Centers for Disease Control Say ''Boo!'' to the Flu-Attracting Enthusiastic and Credible Partners -- Case #7: Miron Construction Company and Cool Choices-Having a Real Impact on Social Change -- Potential Concerns -- Keys to Success -- Case #8: V/Line Life Training in Australia -- Case #9: Lowe's and Water-Use It Wisely -- Case #10: United Kingdom-Anglian Water's Keep It Clear Campaign -- Developing a Corporate Social Marketing Campaign Plan -- In Summary -- Part III Corporate-Driven Initiatives: Expressing and Advancing Your Company's Values and Objectives.

Chapter 6 Corporate Philanthropy: Making a Direct Contribution to a Cause -- Typical Programs -- Potential Benefits -- Case #1: Pepsi Refresh-Creating Community Good Will and National Attention -- Case #2: The Boston Beer Company's Samuel Adams Brewing the American Dream Program-Strengthening the Corporation's Industry -- Case #3: Western Union's Our World, Our Family Program-Having an Impact on Societal Issues in Local Communities -- Case #4: Pfizer Trachoma Initiative-In-Kind Contributions -- Potential Concerns -- Keys to Success -- Case #6: ConAgra Foods-Building a Corporate Philanthropy Logic Model -- When to Consider -- In Summary -- Chapter 7 Community Volunteering: Employees Donating Their Time and Talents -- Typical Programs -- Potential Benefits -- Case #1: Sellen Construction and Seattle Children's Hospital-Building Genuine Relationships in the Community -- Case #2: Pfizer's Global Health Fellows Program Contributing to Business Goals -- Case #3: IBM's On Demand Community-Increasing Employee Satisfaction and Motivation -- Case #4: FedEx and Safe Kids Walk This Way-Support for Other Social Initiatives -- Case #5: AT&T Wireless and the American Red Cross-Showcasing Products and Services -- Potential Concerns -- Keys to Success -- Case #6: Patagonia's Environmental Internships -- When to Consider -- Developing Community Volunteer Programs -- In Summary -- Chapter 8 Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomes -- Typical Socially Responsible Business Practices -- Potential Corporate Benefits -- Case #1: DuPont-Decreasing Operating Costs -- Case #2: Nike's Shoes for Native Americans-Creating Brand Preference -- Case #3: Coca-Cola and HIV/AIDS-Enhancing Employee Well-Being -- Case #4: Whole Foods Market®-Building Influential Partnerships.

Case #5: Microsoft Supporting Alternative Transportation and Generating Community Goodwill -- Potential Concerns -- Keys to Success -- Case #6: Patagonia and Fair Labor Practices29 -- When Should a Corporation Consider a Major Socially Responsible Business Practice Initiative? -- Developing the Initiative -- In Summary -- Part IV Offense and Defense -- Chapter 9 Offense: Choosing a Social Problem to Alleviate -- Best Practices for Choosing a Social Problem to Alleviate -- Chapter 10 Offense: Selecting a Social Initiative to Support the Cause -- Chapter 11 Offense: Developing Social Initiative Programs -- Chapter 12 Offense: Evaluating Efforts -- Chapter 13 Summary of Best Practices -- Summary Comments for Best Practices -- Chapter 14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics -- Types of Criticisms -- In Summary -- Part V For Nonprofits and Public Sector Agencies Only -- Chapter 15 A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations -- Recommendation One -- Recommendation Two -- Recommendation Three -- Recommendation Four -- Recommendation Five -- Recommendation Six -- Recommendation Seven -- Recommendation Eight -- Recommendation Nine -- Recommendation Ten -- Summary of Recommendations for Those Seeking Corporate Support -- Notes -- Index.