Marketing That Matters 10 Practices to Profit Your Business and Change the World

by Conley, Chip; Friedenwald-Fishman, Eric

• ISBN13: 9781576753835
• ISBN10: 1576753832
• Edition: 1st
• Format: Paperback
• Copyright: 2006-10-15
• Publisher: Berrett-Koehler Publishers

Summary

Marketing is not a dirty word or a last resort--it is key to advancing the mission of any socially responsible business.For entrepreneurs who want to match their mission with their values but may lack the time or training to develop a strategy from scratch, this practical field manual provides the action steps to incorporate effective marketing as a core element of their business strategy. Backed by the Social Venture Network, this compact guide presents 10 key principles in an easy-to-read format, offering inspiring stories of companies that have built a strong marketing component into their business plan.

Author Biography

Chip Conley is founder and CEO of Joie de Vivre Hospitality, Northern California’s largest hotelier. Chip has won numerous awards, including Guerrilla Marketer of the Year from the American Travel Marketing Executives, Northern California Entrepreneur of the Year, National Humanitarian Hospitality Company of the Year, and the Experience Stager of the Year. He is the author of The Rebel Rules: Daring to Be Yourself in Business and Business Rules of Thumb (with Seth Godin). His next book, Peak, will be available in September 2007.
Eric Friedenwald-Fishman is president and creative director of Metropolitan Group, one of the country’s leading full-service strategic communication and social marketing agencies with offices in Portland, Oregon; Chicago; and Washington, D.C. Eric has developed brands and marketing strategies for many well- known socially responsible businesses. Eric is particularly passionate about harnessing marketing to drive social change and is the primary author of the Public Will Building Framework, a strategic communication approach to creating sustainable social change.

Table of Contents

Letter from the Editor of the Social Venture Network Series	vii
Acknowledgments	ix
Introduction: Why Marketing Matters	1	(164)
1 Don't Fear Marketing	13	(14)
Practice 1: Use Marketing as a Core Business Strategy
2 Know Yourself	27	(14)
Practice 2: Build Upon Your Mission
3 What Is Your Definition of Success?	41	(18)
Practice 3: Define Your Goals
4 Know Your Audience	59	(18)
Practice 4: Be Aggressively Customer Centered
5 Question Conventional Wisdom	77	(16)
Practice 5: Don't Limit Your Market
6 What's Driving the Customer Decision?	93	(18)
Practice 6: Communicate Value and Values
7 Emotion Trumps Data	111	(18)
Practice 7: Connect with the Heart First, Mind Second
8 Build a Community	129	(18)
Practice 8: Empower People as Messengers
9 Walk the Talk	147	(18)
Practice 9: Be Authentic and Transparent
10 Use the Power of Your Voice to Change the World	165	(16)
Practice 10: Leverage Marketing for Social Impact
Epilogue	181	(2)
Notes	183	(10)
Index	193	(8)
About Social Venture Network	201	(1)
About the Authors	202