1. The case for doing at least some good -- 2. Corporate social initiatives : six options for doing good -- 3. Corporate cause promotions : increasing awareness and concern for social causes -- 4. Cause-related marketing : making contributions to causes based on product sales -- 5. Corporate social marketing : supporting behavior change campaigns -- 6. Corporate philanthropy : making a direct contribution to a cause -- 7. Community volunteering : employees donating their time and talents -- 8. Socially responsible business practices : discretionary business practices and investments to support causes -- 9. Twenty-five best practices for doing the most good for the company and the cause -- 10. A marketing approach to winning corporate funding and support for social initiatives : ten recommendations.