Advancing the Common Good

Strategies for Businesses, Governments, and Nonprofits

by Philip Kotler


As citizens vote in local and national elections, they face a pressing question: what position will yield the greatest good for the greatest number of people? The answer is the Common Good standard.

Print Flyer
Cover image for Advancing the Common Good

September 2019


Pages 176
Volumes 1
Size 6 1/8x9 1/4
Topics Current Events and Issues/Society
  Politics, Law, and Government/General

In Advancing the Common Good, stories of prominent reformers fighting for the Common Good will inspire concerned readers and voters and help them recognize which actions and proposals will substantially elevate the happiness and well-being of citizens.

In Advancing the Common Good, author Phil Kotler describes how today's society is in a state of "durable disorder," with a rise in authoritarian leaders and a decline in the number of democracies around the world. It highlights the role of the Common Good, and supplies readers with a guide to fortifying democratic values and creating organizations that pursue a better vision of the world. This essential text is written for:

  • Public citizens who want to help solve their community's problems
  • Businesses that want to contribute to the public good
  • Government agencies aiming to improve services and innovations
  • Nonprofit organizations dedicated to meeting public needs

  • Kotler details tools for public action utilized by luminaries such as Martin Luther King Jr., Susan B. Anthony, Rachel Carson, and Nelson Mandela, describing the advances achieved as a result of these reformers' actions and mapping out strategies for delivering "the greatest good for the greatest number." Advancing the Common Good will inspire concerned readers to recognize which actions and proposals will substantially elevate the happiness and well-being of all citizens.


    • Describes how today's society is in a state of "durable disorder," with a rise in authoritarian leaders and a decline in the number of democracies around the world
    • Highlights the role of the Common Good, and supplies readers with a guide to fortifying democratic values and supporting and creating organizations that pursue a better vision of the world
    • Stresses how authoritarian leaders abandon the basic agreements of civil and human rights and the rule of law, breaking up long-standing agreements and values that provided a coherent philosophy and outlook for their nation
    • Addresses the loss of common values and the meeting of community needs through goodwill organizations and movements, as well as legislation intended to protect and enhance common values
    • Looks to past movements for inspiration, drawing upon how leaders such as Martin Luther King and U.S. presidents including Lyndon Johnson and Barack Obama fought racism and oppression with action and public policy
    Author Info

    Philip Kotler, PhD, is emeritus S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He has published over seventy books on marketing, business, and society. He has been called the "Father of Modern Marketing" and his book, Marketing Management, is in its 15th edition and covers the impact of digitalization, globalization, innovation, and branding. He has written about how companies plan and deliver consumer and business goods and services in healthcare, other industries, and nonprofit organizations and has lectured internationally on strategic business and social marketing for forty years.



    "No matter how you define it, profit and advancing the common good are not only totally compatible, but essential to the future wellbeing of societies, especially capitalist societies. Philip Kotler is in my view the best management writer in the world. You will love this wonderful, thoughtful, but pragmatic book."—Professor Malcolm McDonald MA (Oxon) MSc PhD DLitt DSc, Emeritus Professor, Cranfield University School Management UK

    "Philip Kotler takes up a highly controversial topic. Comprehensive, profound, creative, credible! A must-read for everyone who is not only motivated by money and profit."—Professor Hermann Simon, Honorary Chairman, Simon-Kucher & Partners

    "This book is an optimistic and compelling essay on the application of what we know works in promoting the common good supported by a wealth of practical insights. The book is also a welcome reminder about the power of what can be achieved if governments, businesses, NGOs, and other key players collaborate and coordinate their efforts. I recommend this work to all who have an interest in finding and developing pragmatic solutions focused on improving social good."—Jeff French, CEO Strategic Social Marketing and Visiting Professor Brighton University Business School UK

    "50 years ago, economist Phil Kotler initiated the transformation of Marketing from an art into a science by introducing the 'quantitative' approach. Marketing has not been the same since! Now, after spending much time studying political and economic models used around the world, Kotler presents Advancing the Common Good. This book provides a formula for good governance, which is especially timely given the dark VUCA clouds hanging over us. I hope this will be read by all those involved in governance, whether in government, corporate, or NPO sectors, to make this a better world, for most if not all."—Walter Vieira, Certified Management Consultant, Fellow of the Institute of Management Consultants of India, Visiting Professor at the Kellogg Business School, Northwestern University.

    "Our capitalistic society is in peril—Kotler, a gifted thought leader, shows a path forward."—David Aaker, Vice-Chair, Prophet; Professor Emeritus, Hass School of Business, UC Berkeley

    "Advancing the Common Good pushes institutions and people alike to take major social issues seriously, while providing concrete solutions so we can live and work better. Using stories, historical examples, and data, Kotler examines the issues that affect everyone, including healthcare, education, and automation, and shares strategies that will be most effective for the greater good."—Dan Schawbel, author of Back to Human, Promote Yourself, and Me 2.0.

    "Professor Kotler writes the book for our 'Age of Anxiety' as we try to alleviate major social problems; the good news is that customers now want companies to take more responsibility to solve these social issues outside of what they traditionally sell. In the book, Professor Kotler guides businesses with his 'Common Good' metrics and cost/benefit analyses. A must read for any company wanting to make a difference!"—Barry J. Moltz, Small Business Expert

    "In Advancing the Common Good, Phil Kotler presents a compelling case and practical ideas for how companies, government entities, and nonprofit organizations can more effectively contribute to the welfare of humanity. If you care about improving people's lives, you'll enjoy this smart, insightful book."—Tom Asacker, Author, The Business of Belief

    "Philip Kotler's new book provides clarity and hope in our turbulent times. His Common Good standard is a revolutionary framework that will help improve business and society."—Dorie Clark, author of Reinventing You and Stand Out, adjunct professor, Duke University Fuqua School of Business

    "Kotler maintains, with a host of vivid examples, both that the "common good" has real operational meaning and that it often drives the choices of modern for-profit corporations as well as governments, nonprofits, and community groups. A central aim of contemporary activism, he adds, should be to strengthen this tendency—and insofar as this occurs democracy, prosperity, and even capitalism itself will be enhanced." —Alan Altshuler, Professor Emeritus, Harvard Kennedy School

    "I've long believed marketing can and should be a force for good. This book is powerful because it answers what can be done to advance the Common Good by companies, government, and nonprofits. If you're a leader or interested in how to advance a better society, this is a must-read book."—Brian Carroll, CEO of markempa

    "Advancing the Common Good speaks to all of us as global citizens. Philip Kotler's perspectives point to paths for a better society. His cogent ideas address how society's institutional actors can cause better lives for society's stakeholders."—Professor Stephen A. Greyser, Richard P. Chapman Professor (Marketing/ Communications) Emeritus, Harvard Business School

    "Kotler has written the essential book for individuals and organizations, activists, and reformers to campaign for a better society and a better world."—George Day, Geoffrey T. Boisi Professor Emeritus at the Wharton School of the University of Pennsylvania

    Look Inside

    Other Titles of Interest

    Contemporary Youth Activism cover imageCyberbullies, Cyberactivists, Cyberpredators cover imageStop Global Street Harassment cover image
    Fixing the Food System cover imageSounds of Resistance cover imageThe Right Women cover image

    Product Search

    Product Search

    Publication Year



    Need Help? Try our Search Tips