Ebooks
Marketing et communication
Marketing That Matters
Marketing That Matters, livre ebook
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217
pages
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English
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Ebooks
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2006
Écrit par
Eric Friedenwald-Fishman
Chip Conley
Publié par
Berrett-Koehler Publishers
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217
pages
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English
-
Ebooks
-
2006
Description
Award-winning marketers Chip Conley and Eric Friedenwald-Fishman prove that “marketing” is not a dirty word—it is key to advancing both the value and values of any business. They offer a thorough and practical guide to selling what you do, without selling-out who you are.
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.
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
About Social Venture Network
About the Authors
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.
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
About Social Venture Network
About the Authors
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Publié par
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Date de parution
01 octobre 2006
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EAN13
9781576759646
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Langue
English
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Poids de l'ouvrage
1 Mo
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