Marketing That Matters

217 pages. Temps de lecture estimé 2h43min.
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 SeriesAcknowledgmentsIntroduction: Why Marketing Matters1 Don't Fear Marketing Practice 1: Use Marketing as a Core Business Strategy2 Know Yourself Practice 2: Build Upon Your Mission3 What Is Your Definition of Success? Practice 3: Define Your Goals4 Know Your AudiencePractice 4: Be Aggressively Customer Centered5 Question Conventional WisdomPractice 5: Don't Limit Your Market6 What's Driving the Customer Decision? Practice 6: Communicate Value and Values7 Emotion Trumps Data Practice 7: Connect with the Heart First, Mind Second8 Build a Community Practice 8: Empower People as Messengers9 Walk the Talk Practice 9: Be Authentic and Transparent10 Use the Power of Your Voice to Change the WorldPractice 10: Leverage Marketing for Social ImpactEpilogue NotesIndex About Social Venture Network About the Authors