Notes
Chapter 1: Good Intentions Aren't Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed
1 “Surprising Survivors: Corporate Do-Gooders,” CNNMoney, http://money.cnn.com/2009/01/19/magazines/fortune/do_gooder.fortune (accessed December 11, 2011).
2 “The Social Responsibility of Business Is to Increase Its Profits,” The New York Times, http://query.nytimes.com/mem/archive/pdf?res=F10F11FB3E5810718EDDAA0994D1405B808BF1D3 (accessed December 11, 2011).
3 Cone Communications “2011 Cone/Echo Global CR Opportunity Study” (http://www.coneinc.com/news/request.php?id=4064) accessed April 2, 2012.
4 “Creating Shared Value,” Harvard Business Review, http://hbr.org/2011/01/the-big-idea-creating-shared-value/ar/1 (accessed December 11, 2011).
5 Ibid.
6 Giving USA Foundation, “Giving USA 2011,” www.givingusareports.org/products/GivingUSA_2011_ExecSummary_Print.pdf (accessed December 11, 2011).
7 Ibid.
8 IEG Sponsorship Report, “Sponsorship Spending : 2010 Proves Better Than Expected; Bigger Gains Set for 2011,” www.sponsorship.com/About-IEG/Press-Room/Sponsorship-Spending--2010-Proves-Better-Than-Expe.aspx (accessed December 11, 2011).
9 Cause Marketing Forum, “The Growth of Cause Marketing,” http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6452355/apps/s/content.asp?ct=8965443 (accessed February 24, 2012).Ibid.
10 KPMG, “Corporate Responsibility Reporting Hits All-Time High but Lacks Financial Reporting Rigour,” www.kpmg.com/Global/en/IssuesAndInsights/ArticlesPublications/Press-releases/Pages/corporate-responsibility-reporting.aspx ...
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