| Description |
xxvii, 236 pages : illustrations ; 23 cm |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Foreword / Stephen M R Covey -- 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 1: Way Of The Golden Rule -- 1: Because people matter -- Lessons and actions -- 2: Basic concepts -- Road to your success: providing value to others -- Lessons and actions -- 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 -- 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 -- 4: Marketing versus adversarial sales -- Marketing instead of sales -- But wait-it gets worse -- Lessons and actions -- 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 -- 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 2: New Marketing Mindset -- 7: New marketing matrix -- Pull versus push -- Practical pulls -- Lessons and actions -- 8: Abundance versus scarcity -- Old scarcity paradigm -- Prosperity consciousness paradigm-and its problems -- New vision: not scarcity, not prosperity, but abundance -- Abundance model in business -- Lessons and actions -- 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 -- 10: How the abundance paradigm eliminates the need to dominate a market and allows you to better serve your customers -- Death of market share -- Lessons and actions -- 11: Exceptions: are there cases when market share really does matter? -- Major media -- Extremely limited or saturated markets -- Predators -- Crooks -- Lessons and actions -- 12: Some real loyalty programs from big companies -- Saturn -- Nordstrom -- Stop & Shop's two promotions -- Other affinity promotions -- Lessons and actions -- 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 -- |
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Part 3: Hands-On With Cooperative, People-Centered Marketing -- 14: Getting noticed in the noise and clutter: a brief introduction to effective marketing techniques -- Honesty in copywriting -- Copywriting basics -- Lessons and actions -- 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 -- Triangle of expertise: get paid to do your own marketing -- Lessons and actions -- 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 -- 17: Marketing as social change, and social change as marketing -- Barbara Waugh, corporate revolutionary -- Case Study: Save the Mountain -- Lessons and actions -- 18: Community-focused and charity/social change marketing -- Lessons and actions -- 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 -- Social movement around business ethics -- Lessons and actions -- 20: Abundance and wealth creation -- Powerful product creation -- Lessons and actions -- 21: Resources -- Web links -- More help from Jay and Shel -- Notes -- Index. |
| Summary |
From the Publisher: These Two Masters of Marketing Want to Pass Their Most Powerful Success Strategies on to You! Learn to: Slash marketing costs and boost profits by making your business as green and ethical as possible; Easily turn your customers, suppliers, and even competitors into your unofficial sales force; Understand how to turn business acquaintances into powerful joint-venture partners; Cut your advertising budget and build revenues using social media, traditional media, and the power of your own brain-even get paid to do your marketing; Harness the Magic Triangle and the Abundance Principle to skyrocket to success; Find all this and much more within the covers of Guerrilla Marketing Goes Green-your road map to thrive and prosper as a green, ethical business in tough times and good times. "A playbook for companies that want to succeed in a world where integrity and transparency trump slick slogans. This is a gem that should be required reading-not just for so-called green marketers, but for any marketer who wants to succeed in today's economy, and tomorrow's." |
| Subject |
Green marketing.
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| Added Author |
Horowitz, Shel.
|
| ISBN |
9780470409510 paperback |
|
0470409517 paperback |
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