Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet -- Contents -- Preface: Tastes Great and Good for You -- Acknowledgments -- If You've Already Read Principled Profit: Marketing That Puts People First -- Introduction: Green Marketing Is a Mandate from Nature -- Part I: The Way of the Golden Rule -- Chapter 1: Because People Matter -- LESSONS AND ACTIONS -- Chapter 2: Basic Concepts -- THE ROAD TO YOUR SUCCESS: PROVIDING VALUE TO OTHERS -- LESSONS AND ACTIONS -- Chapter 3: Advantages of Doing the Right Thing -- WHY RESPONSIBLE COMPANIES PERFORM BETTER -- BUILDING TRUST -- JOHNSON & JOHNSON: A LESSON IN ETHICAL CRISIS PR -- ONE PART OF CORPORATE SOCIAL RESPONSIBILITY: STRATEGIC GIVING -- NOT JUST CORPORATE, BUT PERSONAL RESPONSIBILITY -- KEYS TO SUCCESS . . . AND HAPPINESS -- THE MAGIC TRIANGLE: QUALITY, INTEGRITY, HONESTY -- WHO WINS WHEN YOU MARKET WITH QUALITY, INTEGRITY, AND HONESTY? -- HOW THE MAGIC TRIANGLE POSITIONS YOU BETTER IN A TOUGH ECONOMY -- LESSONS AND ACTIONS -- Chapter 4: Marketing versus Adversarial Sales -- MARKETING INSTEAD OF SALES -- BUT WAIT-IT GETS WORSE -- LESSONS AND ACTIONS -- Chapter 5: Sales the Right Way -- THREE WISE SALES STRATEGIES FROM THE UMASS FAMILY BUSINESS CENTER-AND ONE FROM SOMEONE ELSE -- WHEN TO SAY NO TO A SALE -- LESSONS AND ACTIONS -- Chapter 6: Expand the Model Exponentially-by Making It Personal -- JOHN KREMER AND BIOLOGICAL MARKETING -- BOB BURG AND WINNING WITHOUT INTIMIDATION -- NETWORKING THAT WORKS -- LESSONS AND ACTIONS -- Part II: The New Marketing Mindset -- Chapter 7: The New Marketing Matrix -- PULL VERSUS PUSH -- PRACTICAL PULLS -- LESSONS AND ACTIONS -- Chapter 8: Abundance versus Scarcity -- THE OLD SCARCITY PARADIGM -- THE PROSPERITY CONSCIOUSNESS PARADIGM-AND ITS PROBLEMS -- THE NEW VISION: NOT SCARCITY, NOT PROSPERITY, BUT ABUNDANCE.

THE ABUNDANCE MODEL IN BUSINESS -- LESSONS AND ACTIONS -- Chapter 9: Build Powerful Alliances-with Competitors, Too -- TURN YOUR COMPETITORS INTO ALLIES -- YOU'VE DONE THE HARDEST PART-NOW, NETWORK WITH COMPLEMENTARY BUSINESSES -- SOCIAL PROOF-TURN YOUR CUSTOMERS AND SUPPLIERS INTO EVANGELISTS -- IT'S NOT ABOUT TRANSACTIONS, IT'S ABOUT RELATIONSHIPS -- LESSONS AND ACTIONS -- Chapter 10: How the Abundance Paradigm Eliminates the Need to Dominate a Market and Allows You to Better Serve Your Customers -- THE DEATH OF MARKET SHARE -- LESSONS AND ACTIONS -- Chapter 11: Exceptions: Are There Cases When Market Share Really Does Matter? -- MAJOR MEDIA -- EXTREMELY LIMITED OR SATURATED MARKETS -- PREDATORS -- CROOKS -- LESSONS AND ACTIONS -- Chapter 12: Some Real Loyalty Programs from Big Companies -- SATURN -- NORDSTROM -- STOP & SHOP'S TWO PROMOTIONS -- OTHER AFFINITY PROMOTIONS -- LESSONS AND ACTIONS -- Chapter 13: Marketing Green -- HOW YOU BENEFIT BY MARKETING GREEN -- PACKAGING AND VALUES -- LOCAL AS GREEN -- GLOBAL AS GREEN -- USING THE RIGHT LANGUAGE -- DON'T GET STUCK IN THE GREENWASHING SWAMP -- THRIVING AS THE BAR IS RAISED -- LESSONS AND ACTIONS -- Part III: Hands-On with Cooperative, People-Centered Marketing -- Chapter 14: Getting Noticed in the Noise and Clutter: A Brief Introduction to Effective Marketing Techniques -- HONESTY IN COPYWRITING -- COPYWRITING BASICS -- LESSONS AND ACTIONS -- Chapter 15: Practical Tools for Effective Marketing -- MEDIA PUBLICITY -- COVERAGE IN DO-IT-YOURSELF MEDIA -- TWENTY-FIRST-CENTURY TOOLKIT -- SPEAKING -- INTERNET DISCUSSION GROUPS AND SOCIAL NETWORKING SITES -- SOCIAL MEDIA DOS AND DON'TS -- USER-FRIENDLY WEB SITES WITH NEWSLETTERS -- APPAREL AND PREMIUMS -- HIGHLY TARGETED ADVERTISING AND DIRECT MAIL -- GUERRILLA GIFTING AND SAMPLING -- THE TRIANGLE OF EXPERTISE: GET PAID TO DO YOUR OWN MARKETING.

LESSONS AND ACTIONS -- Chapter 16: Give the People What They Want -- WHEN SATISFACTION ISN'T ENOUGH -- COMPANIES THAT GET IT -- SHOPPING AS EXPERIENCE AND ENTERTAINMENT -- REPUTATION MANAGEMENT IN THE TWENTY-FIRST CENTURY -- LESSONS AND ACTIONS -- Chapter 17: Marketing as Social Change, and Social Change as Marketing -- BARBARA WAUGH, CORPORATE REVOLUTIONARY -- CASE STUDY: SAVE THE MOUNTAIN -- LESSONS AND ACTIONS -- Chapter 18: Community-Focused and Charity/Social Change Marketing -- LESSONS AND ACTIONS -- Chapter 19: Taking the Concept beyond Marketing: Abundance and Sustainability in Businesses and in Society -- RECAP OF OUR CORE PRINCIPLES -- WHAT COULD A SUSTAINABLE FUTURE LOOK LIKE? -- MAKING IT HAPPEN -- AMORY LOVINS: REINVENTING HUMAN ENTERPRISE FOR SUSTAINABILITY -- JOHN TODD: WASTE STREAMS INTO FISH FOOD -- PROFIT BY THINKING LIKE LOVINS AND TODD -- A SOCIAL MOVEMENT AROUND BUSINESS ETHICS -- LESSONS AND ACTIONS -- Chapter 20: Abundance and Wealth Creation -- POWERFUL PRODUCT CREATION -- LESSONS AND ACTIONS -- Chapter 21: Resources -- WEB LINKS -- MORE HELP FROM JAY AND SHEL -- Notes -- CHAPTER 1 BECAUSE PEOPLE MATTER -- CHAPTER 2 BASIC CONCEPTS -- CHAPTER 3 ADVANTAGES OF DOING THE RIGHT THING -- CHAPTER 4 MARKETING VERSUS ADVERSARIAL SALES -- CHAPTER 5 SALES THE RIGHT WAY -- CHAPTER 6 EXPAND THE MODEL EXPONENTIALLY-BY MAKING IT PERSONAL -- CHAPTER 7 THE NEW MARKETING MATRIX -- CHAPTER 8 ABUNDANCE VERSUS SCARCITY -- CHAPTER 9 BUILD POWERFUL ALLIANCES-WITH COMPETITORS, TOO -- CHAPTER 10 HOW THE ABUNDANCE PARADIGM ELIMINATES THE NEED TO DOMINATE A MARKET AND ALLOWS YOU TO BETTER SERVE YOUR CUSTOMERS -- CHAPTER 11 EXCEPTIONS: ARE THERE CASES WHEN MARKET SHARE REALLY DOES MATTER? -- CHAPTER 12 SOME REAL LOYALTY PROGAMS FROM BIG COMPANIES -- CHAPTER 13 MARKETING GREEN.

CHAPTER 14 GETTING NOTICED IN THE NOISE AND CLUTTER: A BRIEF INTRODUCTION TO EFFECTIVE MARKETING TECHNIQUES -- CHAPTER 15 PRACTICAL TOOLS FOR EFFECTIVE MARKETING -- CHAPTER 16 GIVE THE PEOPLE WHAT THEY WANT -- CHAPTER 17 MARKETING AS SOCIAL CHANGE, AND SOCIAL CHANGE AS MARKETING -- CHAPTER 18 COMMUNITY-FOCUSED AND CHARITY/SOCIAL CHANGE MARKETING -- CHAPTER 19 TAKING THE CONCEPT BEYOND MARKETING: ABUNDANCE AND SUSTAINABILITY IN BUSINESSES AND IN SOCIETY -- CHAPTER 20 ABUNDANCE AND WEALTH CREATION -- Index.