Marketing That Matters
Marketing That Matters
10 Practices to Profit Your Business and Change the World
Edition: 1
Pages: 216
Publication Date: 15 October, 2006
Available in all formats
PDF
ISBN:
9781576759646
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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.
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.
Table of contents
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
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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