Marketing That Matters: - 10 Practices to Profit Your Business and Change the World

Informationen zum Autor Chip Conley is founder and CEO of Joie de Vivre Hospitality, Northern California’s largest hotelier. Chip has won numerous awards, including Guerrilla Marketer of the Year from the American Travel Marketing Executives, Northern California Entrepreneur of the Year, National Humanitarian Hospitality Company of the Year, and the Experience Stager of the Year. He is the author of The Rebel Rules: Daring to Be Yourself in Business and Business Rules of Thumb (with Seth Godin). His next book, Peak, will be available in September 2007. Eric Friedenwald-Fishman is president and creative director of Metropolitan Group, one of the country’s leading full-service strategic communication and social marketing agencies with offices in Portland, Oregon; Chicago; and Washington, D.C. Eric has developed brands and marketing strategies for many well- known socially responsible businesses. Eric is particularly passionate about harnessing marketing to drive social change and is the primary author of the Public Will Building Framework, a strategic communication approach to creating sustainable social change. Klappentext 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. Key features More and more MBAs are pursuing businesses that fuse personal values with profitability; yet! the ideas of ethics and marketing still often appear as mutually exclusive concepts. Conley and Friedenwald-Fishman show how this common misnomer can be overcome! allowing for the creation of marketing that embodies personal values rather than exploits themThrough a reader-friendly 10-key-principles format! Marketing That Matters offers tried-and-tested practical guidance and examples in a condensed format. This user-friendly guide facilitates immediate! real-world implementation! and is written for the most rapidly expanding demographic in the business world: entrepreneurs. Zusammenfassung 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. Inhaltsverzeichnis 1. Introduction: Why read this book? 2. Don't Fear Marketing: Use Marketing as a Core Business Strategy 3. Know Yourself: Build Upon Your Mission 4. What's Your Definition of Success?: Define Your Goals 5. Question Conventional Wisdom: Don't Limit Your Market 6. Know Your Audience: Be Aggressively Customer Centered 7. What's Driving the Customer Decision?: Communicate Value and Values 8. Emotion Trumps Data: Connect With the Heart First, Mind Second 9. Building a Community: Empower People as Messengers 10. Walk the Talk: Be Authentic and Transparent 11. Using Your Platform to Change the World: Leverage Marketing for Social Impact ...

Table des matières

1. Introduction: Why read this book?
2. Don't Fear Marketing: Use Marketing as a Core Business Strategy
3. Know Yourself: Build Upon Your Mission
4. What's Your Definition of Success?: Define Your Goals
5. Question Conventional Wisdom: Don't Limit Your Market
6. Know Your Audience: Be Aggressively Customer Centered
7. What's Driving the Customer Decision?: Communicate Value and Values
8. Emotion Trumps Data: Connect With the Heart First, Mind Second
9. Building a Community: Empower People as Messengers
10. Walk the Talk: Be Authentic and Transparent
11. Using Your Platform to Change the World: Leverage
Marketing for Social Impact

A propos de l'auteur

Chip Conley is founder and CEO of Joie de Vivre Hospitality, Northern California’s largest hotelier. Chip has won numerous awards, including Guerrilla Marketer of the Year from the American Travel Marketing Executives, Northern California Entrepreneur of the Year, National Humanitarian Hospitality Company of the Year, and the Experience Stager of the Year. He is the author of The Rebel Rules: Daring to Be Yourself in Business and Business Rules of Thumb (with Seth Godin). His next book, Peak, will be available in September 2007.
Eric Friedenwald-Fishman is president and creative director of Metropolitan Group, one of the country’s leading full-service strategic communication and social marketing agencies with offices in Portland, Oregon; Chicago; and Washington, D.C. Eric has developed brands and marketing strategies for many well- known socially responsible businesses. Eric is particularly passionate about harnessing marketing to drive social change and is the primary author of the Public Will Building Framework, a strategic communication approach to creating sustainable social change.

Résumé

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.

Détails du produit

• Auteurs: C Friedenwald-Fishman Conley, Chip Conley, Eric Friedenwald-Fishman
• Edition: Berrett Koehler Publishers
• Langues: Anglais
• Format d'édition: Livre Broché
• Sortie: 07.11.2006
• EAN: 9781576753835
• ISBN: 978-1-57675-383-5
• Dimensions: 138 mm x 216 mm x 14 mm
• Thèmes: Social Venture Network; Social Venture Network; SVN
• Catégorie: Sciences sociales, droit, économie > Economie > Publicité, marketing