Chip Conley, Eric Friedenwald-Fishman

Marketing That Matters

10 Practices to Profit Your Business and Change the World

• Broschiertes Buch

Produktbeschreibung

Award-winning marketers Chip Conley and Eric Friedenwald-Fishman prove that 'marketing' is not a dirty word it is key to advancing both the value and values of any business They offer a thorough and practical guide to selling what you do, without selling-out who you are. Key features 1. More and more MBAs are pursuing businesses that fuse personal values with profitability; yet, the ideas of ethics and marketing still often appear as mutually exclusive concepts. Conley and Friedenwald-Fishman show how this common misnomer can be overcome, allowing for the creation of marketing that embodies personal values rather than exploits them 2. Through a reader-friendly 10-key-principles format, Marketing That Matters offers tried-and-tested practical guidance and examples in a condensed format. This user-friendly guide facilitates immediate, real-world implementation, and is written for the most rapidly expanding demographic in the business world: entrepreneurs.

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Produktdetails

• Verlag: Berrett-Koehler Publishers
• Seitenzahl: 216
• Erscheinungstermin: 1. Oktober 2006
• Englisch
• Abmessung: 218mm x 142mm x 17mm
• Gewicht: 261g
• ISBN-13: 9781576753835
• ISBN-10: 1576753832
• Artikelnr.: 22200189

Autorenporträt

Chip Conley and Eric Friedenwald-Fishman

Inhaltsangabe

1. Introduction: Why read this book?
2. Don't Fear Marketing: Use Marketing as a Core Business Strategy
3. Know Yourself: Build Upon Your Mission
4. What's Your Definition of Success?: Define Your Goals
5. Question Conventional Wisdom: Don't Limit Your Market
6. Know Your Audience: Be Aggressively Customer Centered
7. What's Driving the Customer Decision?: Communicate Value and Values
8. Emotion Trumps Data: Connect With the Heart First, Mind Second
9. Building a Community: Empower People as Messengers
10. Walk the Talk: Be Authentic and Transparent
11. Using Your Platform to Change the World: Leverage
Marketing for Social Impact