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Just Good Business

Best Seller
Just Good Business by Kellie A. McElhaney
Hardcover $29.95
Nov 10, 2008 | ISBN 9781576754412

Also available from:

  • Nov 10, 2008 | ISBN 9781576754412

    Also available from:

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Product Details

Praise

“Kellie is the leading expert and advocate for CSR. There’s simply no one better. We’ve benefited enormously from her counsel and collaboration. I strongly recommend Just Good Business to business leaders who want to make CSR an integral part of their overall brand strategy.”
—Gary Elliott, Vice President, Corporate and Brand Marketing, HP

"For organizations looking to propel their current CSR efforts, Kellie's practical and inspiring book is a must-read. Kellie has helped us at McDonald's to better understand and evolve our thinking around this important subject."
—Bridget Coffing, Vice President, Corporate Communications, McDonald's Corporation

"With clarity and in-depth case studies, Just Good Business shows how to leverage CSR programs by branding them and linking that brand to the corporation and its business model. It changes CSR from random feel-good expenditures to a program that both draws on and supports the firm’s business strategy."
—David Aaker, Vice Chairman, Prophet, and author of Spanning Silos and Brand Portfolio Strategy

“Kellie’s thought partnership and deep experience have been a great complement to our efforts, particularly as we have worked to bring CSR to life in our brands. Her book should be required reading for any executive whose company is embracing CSR as a core tenet of business strategy.”
—Art Peck, Executive Vice President, Operations & Strategy, Gap Inc.. and
President, Gap Inc Outlet

Table Of Contents

Preface

PART I: CORPORATE SOCIAL RESPONSIBILITY—JUST GOOD BUSINESS
Chapter 1: Building Your CSR Business Strategy
Chapter 2: Capturing the Power of Branding

PART II: CONNECTING CSR STRATEGY AND BRAND—SEVEN RULES OF THE ROAD
Chapter 3: Know Thyself
Chapter 4: Get a Good Fit
Chapter 5: Be Consistent
Chapter 6: Simplify
Chapter 7: Work from the Inside Out
Chapter 8: Know Your Customer
Chapter 9: Tell Your Story

PART III: WHAT TO DO ON MONDAY MORNING
Chapter 10: Make a Plan
Chapter 11: Measure Smart
Conclusion: CSR, Tomorrow and Beyond
Acknowledgments
Notes
Index
About the Author

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