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.
Author(s): Chip Conley, Eric Friedenwald-Fishman
Edition: 1
Year: 2006
Language: English
Pages: 180
Contents......Page 6
Letter from the Editor of the Social Venture Network Series......Page 8
Acknowledgments......Page 10
Introduction: Why Marketing Matters......Page 12
1 Don’t Fear Marketing: Practice 1: Use Marketing as a Core Business Strategy......Page 24
2 Know Yourself: Practice 2: Build Upon Your Mission......Page 38
3 What Is Your Definition of Success?: Practice 3: Define Your Goals......Page 52
4 Know Your Audience: Practice 4: Be Aggressively Customer Centered......Page 70
5 Question Conventional Wisdom: Practice 5: Don’t Limit Your Market......Page 88
6 What’s Driving the Customer Decision?: Practice 6: Communicate Value and Values......Page 104
7 Emotion Trumps Data: Practice 7: Connect with the Heart First, Mind Second......Page 122
8 Build a Community: Practice 8: Empower People as Messengers......Page 140
9 Walk the Talk: Practice 9: Be Authentic and Transparent......Page 158
10 Use the Power of Your Voice to Change the World: Practice 10: Leverage Marketing for Social Impact......Page 176
Epilogue......Page 192
Notes......Page 194
C......Page 204
D......Page 205
G......Page 206
M......Page 207
N......Page 208
R......Page 209
U......Page 210
Z......Page 211
About Social Venture Network......Page 212
About the Authors......Page 213
