Marketing That Matters : 10 Practices to Profit Your Business and Change the World.
Title:
Marketing That Matters : 10 Practices to Profit Your Business and Change the World.
Author:
Conley, Chip.
ISBN:
9781576759646
Personal Author:
Physical Description:
1 online resource (217 pages)
Series:
Social Venture Network Series
Contents:
Contents -- Letter from the Editor of the Social Venture Network Series -- Acknowledgments -- Introduction: Why Marketing Matters -- 1 Don't Fear Marketing: Practice 1: Use Marketing as a Core Business Strategy -- 2 Know Yourself: Practice 2: Build Upon Your Mission -- 3 What Is Your Definition of Success?: Practice 3: Define Your Goals -- 4 Know Your Audience: Practice 4: Be Aggressively Customer Centered -- 5 Question Conventional Wisdom: Practice 5: Don't Limit Your Market -- 6 What's Driving the Customer Decision?: Practice 6: Communicate Value and Values -- 7 Emotion Trumps Data: Practice 7: Connect with the Heart First, Mind Second -- 8 Build a Community: Practice 8: Empower People as Messengers -- 9 Walk the Talk: Practice 9: Be Authentic and Transparent -- 10 Use the Power of Your Voice to Change the World: Practice 10: Leverage Marketing for Social Impact -- Epilogue -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- R -- S -- T -- U -- V -- W -- Z -- About Social Venture Network -- About the Authors.
Abstract:
Whether you're an entrepreneur building a new enterprise, the leader of an established socially responsible business, or a marketing professional at a Fortune 500 company who wants to make a difference, this "in-the-trenches" guide provides action steps for creating marketing programs that benefit your company and the world. Using real-life examples from Patagonia, General Mills, Clif Bar, and many other companies, Marketing That Matters shows how to define your company's mission, goals, and potential audience in ways that are flexible, creative, and true to your organization's core values. They offer ten practices to engage customers using innovative marketing techniques--from discovering how customers make decisions to building committed communities of customers, employees, and strategic partners who will spread the word about your company--and potentially change the world. Marketing that Matters is the definitive handbook to help you incorporate social responsibility as a core element in your company's marketing strategy.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Genre:
Added Author:
Electronic Access:
Click to View