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| Foreword | |
| 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 | |
| The Way of the Golden Rule | |
| Because People Matter | |
| Lessons and Actions | |
| Basic Concepts | |
| The Road to Your Success: Providing Value to Others | |
| Lessons and Actions | |
| 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 | |
| The 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 | |
| Marketing versus Adversarial Sales | |
| Marketing Instead of Sales | |
| But Wait-It Gets Worse | |
| Lessons and Actions | |
| 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 | |
| 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 | |
| The New Marketing Mindset | |
| The New Marketing Matrix | |
| Pull versus Push | |
| Practical Pulls | |
| Lessons and Actions | |
| Abundance versus Scarcity | |
| The Old Scarcity Paradigm | |
| The Prosperity Consciousness Paradigm-and Its Problems | |
| The New Vision: Not Scarcity, Not Prosperity, but Abundance | |
| The Abundance Model in Business | |
| Lessons and Actions | |
| 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 | |
| How the Abundance Paradigm Eliminates the Need to Dominate a Market and Allows You to Better Serve Your Customers | |
| The Death of Market Share | |
| Lessons and Actions | |
| Exceptions: Are There Cases When Market Share Really Does Matter? | |
| Major Media | |
| Extremely Limited or Saturated Markets | |
| Predators | |
| Crooks | |
| Lessons and Actions | |
| Some Real Loyalty Programs from Big Companies | |
| Saturn | |
| Nordstrom | |
| Stop & Shop's Two Promotions | |
| Other Affinity Promotions | |
| Lessons and Actions | |
| 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 | |
| Hands-On With Cooperative, People-Centered Marketing | |
| Getting Noticed in the Noise and Clutter: A Brief Introduction to Effective Marketing Techniques | |
| Honesty in Copywriting | |
| Copywriting Basics | |
| Lessons and Actions | |
| 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 | |
| The Triangle of Expertise: Get Paid to Do Your Own Marketing | |
| Lessons and Actions | |
| 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 | |
| Marketing as Social Change, and Social Change as Marketing | |
| Barbara Waugh, Corporate Revolutionary | |
| Case Study: Save the Mountain | |
| Lessons and Actions | |
| Community-Focused and Charity/Social Change Marketing | |
| Lessons and Actions | |
| 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 | |
| A Social Movement Around Business Ethics | |
| Lessons and Actions | |
| Abundance and Wealth Creation | |
| Powerful Product Creation | |
| Lessons and Actions | |
| Resources | |
| Web Links | |
| More Help from Jay and Shel | |
| Notes | |
| Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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