Tag Archive for business

Hessekiel ’82 Co-Writes Guide to Mixing Social Causes and Commerce

David Hessekiel '82

David Hessekiel ’82

David Hessekiel ’82 is co-author with Philip Kotler and Nancy Lee of Good Works! Marketing and Corporate Initiatives that Build a Better World … and the Bottom Line (John Wiley and Sons), a guide that offers actionable advice on integrating marketing and corporate social initiatives into broader business goals. The book suggests that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses and explains how to balance social and business goals.

Book by David Hessekiel '82

Book by David Hessekiel ’82

The book’s introduction explores why some marketing and corporate social initiatives fail and others succeed and then looks at six social initiatives for doing well by doing good. Other chapters consider how corporate managers and staff can choose the most appropriate issues, best partners, and highest potential initiatives. A final section devoted to nonprofits and public sector agencies seeking corporate support offers advice on how to create mutually beneficial partnerships.

The authors provide guidance on the effective execution of marketing campaigns, including persuading consumers to join your company in supporting a good cause; supporting product sales and consumer engagement by linking them to donations; changing the way you do businesses to achieve a worthwhile social outcome; and dealing with cynics and critics.

Hessekiel is president of the Cause Marketing Forum (www.causemarketing forum.com). A blogger for Forbes, MediaPost and the Huffington Post, he is a frequently quoted industry analyst and speaks regularly about cause marketing and corporate social responsibility to business and NGO audiences.

Cook ’64 Reveals How Leaders Can Use Ideas from Economics, Neuroscience

Gary Cook '64

What do Osama Bin Laden’s death, April’s deadly tornados in the southern US, the “Arab Spring,” and recent comments from the US Coast Guard and others about the Deepwater Disaster all have in common?

They all are examples of what leaders can learn from Consilience Leadership (Inflection Point Press), a new book by Gary Cook ’64, which demonstrates how lessons learned from Highly Reliable Organization theory, behavioral economics, neuroscience, and other disciplines are helping us understand how to better deal with terrorism and Katrina-like disasters, and better anticipate and avoid political and other disasters.

Read more about the bookBook by Gary Cook '64

Cook, a managing director of Cook & Company, focuses on strategic planning and execution, executive coaching and development of CEOs and senior leadership teams, and in creating organizational effectiveness around strategic objectives. The basis of his approach is the use of a trademarked concept called Leading at the Inflection Point™, which focuses on the key career-influencing events and behaviors in the lives of organizations, teams and individuals, and how to better manage them.

He is president of Vineyard Enterprises, LLC, a director of the Social Science Foundation at the Graduate School of International Studies (University of Denver), a director of the Education Credit Management Corporation, and a member of the Council on Foreign Relations.