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Guerrilla Marketing to Heal the World: Combining Principles and Profit to Create the World We Want

Autor Jay Conrad Levinson, Shel Horowitz
en Limba Engleză Paperback – 19 apr 2016
Create a Better World Through the Power of Profit

Imagine your business making a big impact solving problems like hunger, poverty, war, violence, and catastrophic climate change while making a healthy profit. Guess what: you don t have to just imagine; you can make it real.

"Guerrilla Marketing to Heal the World" shows dozens of practical examples of successful companies doing well by doing good---from solopreneurs to Fortune 100 global corporations. You ll discover dozens of ways business can heal the world---and gain the practical marketing savvy to turn your values into business success. Learn how to:

Create projects (and products) that accomplish social change, profitability, and cost reduction all at once

Green your company in ways that save money and make money

Gain enormous positive reputation as a visionary company worth supporting

Expand successfully into totally new markets through strategic thinking, powerful partnerships, and commitment to core principles

Turn marketing from a cost to a revenue stream

Embrace abundance and transformation---and stop worrying about market share"

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Specificații

ISBN-13: 9781630476588
ISBN-10: 1630476587
Pagini: 386
Dimensiuni: 152 x 229 x 22 mm
Greutate: 0.56 kg
Editura: Morgan James Publishing

Cuprins

PART I: THE WAY OF THE GOLDEN RULE

Chapter 1: Because People Matter

Chapter 2: Basic Concepts

Chapter 3: Advantages of Doing the Right Thing

PART II: THE NEW GREEN, SOCIALLY CONSCIOUS MARKETING MINDSET

Chapter 4: The New Marketing Matrix

Chapter 5: Abundance versus Scarcity

Chapter 6: Build Powerful Alliances With Competitors, Too

Chapter 7: Why the Abundance Paradigm Eliminates the Need to Worry about Market Share

Chapter 8: Exceptions: Are There Zero-Sum, Win-Lose Situations?

PART III: GREEN BUSINESS, GREEN MARKETING

Chapter 9: Becoming a Green Company

Chapter 10: Marketing Green

Chapter 11: Making Green Sexy Across All Demographics and Industries

Chapter 12: Language, Greenwashing, and Truth

Chapter 13: Three Kinds Of Customers: Are You Reaching Them All?

PART IV: GETTING NOTICED IN THE NOISE AND CLUTTER: HANDS-ON WITH COOPERATIVE, PEOPLE-CENTERED MARKETING

Chapter 14: Advanced Copywriting

Chapter 15: Give the People What They Want

Chapter 16: Running a Global Company

PART V: USING YOUR BUSINESS TO CREATE A BETTER WORLD

Chapter 17: Marketing As Social Change, and Social Change As Marketing

Chapter 18: Community-Focused and Charity/Social Change Marketing

Chapter 19: Taking the Concept Beyond Marketing: Abundance and Sustainability in Businesses and in Society

Chapter 20: Exponential Thinking from Three Practical Visionaries

Chapter 21: Profit by Helping the World

Chapter 22: Impossible is a Dare: Business For a Better World


Notă biografică

Jay Conrad Levinson created the Guerrilla Marketing brand in 1984, after an advertising career including such iconic campaigns as the Energizer Bunny, United¿s Friendly Skies, and even the Marlboro Man. His 60+ books have sold more than 20 million copies.

Award-winning author of nine previous books including the long-running category bestseller "Guerrilla Marketing Goes Green", Shel Horowitz helps green and socially conscious businesses profit by going greener and by addressing hunger, poverty, war, and catastrophic climate change. His consulting, writing, and speaking practice has spread to six continents so far. Shel has braided together careers as both an activist and a marketer since the 1970s; he¿s especially proud of starting a successful movement to save the Mount Holyoke Range in Massachusetts.