Marketing That Matters

Marketing That Matters

10 Practices to Profit your Business and Change the World

Book - 2006 | 1st ed
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Baker & Taylor
A practical guide for ethical entrepreneurs makes recommendations on how to advance responsible business ideals profitably, sharing a wealth of inspirational stories about successful companies while outlining focused advice for such topics as goal setting and communication. Original.

Ingram Publishing Services
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.
Written by two down-to-earth, experienced entrepreneurs, this work is an in-the-trenches guide to building a marketing plan that embodies personal values instead of exploiting them.

Publisher: San Francisco, CA : Berrett-Koehler Publishers, c2006
Edition: 1st ed
ISBN: 9781576753835
1576753832 (pbk.)
9781576753835 (pbk.)
Branch Call Number: 658.8 CON
Characteristics: x, 202 p. : ill. ; 22 cm
Additional Contributors: Friedenwald-Fishman, Eric 1966-

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