Marketing that Matters

10 practices to profit your business and change the world

Chip Conley, Eric Friedenwald-Fishman

120 pages, parution le 20/11/2006

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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.

Sommaire

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

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Berrett-Koehler
Auteur(s)	Chip Conley, Eric Friedenwald-Fishman
Parution	20/11/2006
Nb. de pages	120
Format	14,5 x 22
Couverture	Broché
Poids	270g
Intérieur	Noir et Blanc
EAN13	9781576753835
ISBN13	978-1-57675-383-5