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Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet [Minkštas viršelis]

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  • Formatas: Paperback / softback, 236 pages, aukštis x plotis x storis: 229x155x17 mm, weight: 408 g, Illustrations
  • Išleidimo metai: 28-Jan-2010
  • Leidėjas: John Wiley & Sons Ltd
  • ISBN-10: 0470409517
  • ISBN-13: 9780470409510
Kitos knygos pagal šią temą:
Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your PlanetDidesnis paveikslėlis
  • Formatas: Paperback / softback, 236 pages, aukštis x plotis x storis: 229x155x17 mm, weight: 408 g, Illustrations
  • Išleidimo metai: 28-Jan-2010
  • Leidėjas: John Wiley & Sons Ltd
  • ISBN-10: 0470409517
  • ISBN-13: 9780470409510
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780470409510.html
Raktažodžiai:
The latest tips on green marketing and sustainable business strategies Forget greed; green is good. Today's cutting-edge businesses understand that making the world a better place can also be a great way to make money-in fact, it's an essential aspect of a sustainable business model. Guerrilla Marketing Goes Green gives the tools to make that sustainable model work. Catching the wave of this new trend in true guerilla marketing fashion, Guerrilla Marketing Goes Green presents unbeatable insurgent tactics for increasing your profits while improving the planet. This up-to-the-minute sourcebook gives you the theory and the roadmap to get your sustainability marketing plan up and running, including Proof that ethical, Green businesses work better Solid marketing tools ethical business owners can harness to grow their businesses Strategies for using blogs, social networking websites (not just Facebook, Twitter, and MySpace, but lesser-known ones such as Plaxo), podcasts, and teleseminars Whether you're just starting your business, or are well-established but seek a Greener direction, Guerrilla Marketing Goes Green will help you market your business as one your customers can embrace on all levels.
Foreword by Stephen M.R. Covey xix
Preface: Tastes Great and Good for You xxi
Acknowledgments xxiii
If You've Already Read Principled Profit: Marketing That Puts People First xxv
Introduction: Green Marketing Is a Mandate from Nature xxvii
PART I THE WAY OF THE GOLDEN RULE
Chapter 1 Because People Matter
3
Lessons and Actions
5
Chapter 2 Basic Concepts
7
The Road to Your Success: Providing Value to Others
7
Lessons and Actions
15
Chapter 3 Advantages of Doing the Right Thing
17
Why Responsible Companies Perform Better
17
Building Trust
19
Johnson 8i Johnson: A Lesson in Ethical Crisis PR
21
One Part of Corporate Social Responsibility: Strategic Giving
22
Not Just Corporate, but Personal Responsibility
23
Keys to Success...and Happiness
24
The Magic Triangle: Quality, Integrity, Honesty
24
Who Wins When You Market with Quality, Integrity, and Honesty?
26
How the Magic Triangle Positions You Better in a Tough Economy
26
Lessons and Actions
28
Chapter 4 Marketing versus Adversarial Sales
29
Marketing Instead of Sales
29
But Wait—It Gets Worse
34
Lessons and Actions
36
Chapter 5 Sales the Right Way
37
Three Wise Sales Strategies from the UMass Family Business Center—and One from Someone Else
38
When to Say No to a Sale
41
Lessons and Actions
42
Chapter 6 Expand the Model Exponentially—by Making It Personal
43
John Kremer and Biological Marketing
43
Bob Burg and Winning without Intimidation
45
Networking that Works
46
Lessons and Actions
47
PART II THE NEW MARKETING MINDSET
Chapter 7 The New Marketing Matrix
51
Pull versus Push
53
Practical Pulls
57
Lessons and Actions
58
Chapter 8 Abundance versus Scarcity
59
The Old Scarcity Paradigm
59
The Prosperity Consciousness Paradigm—and Its Problems
59
The New Vision: Not Scarcity, Not Prosperity, but Abundance
61
The Abundance Model in Business
62
Lessons and Actions
64
Chapter 9 Build Powerful Alliances—with Competitors, Too
65
Turn Your Competitors into Allies
66
You've Done the Hardest Part—Now, Network with Complementary Businesses
71
Social Proof—Turn Your Customers and Suppliers into Evangelists
75
It's Not about Transactions, It's about Relationships
85
Lessons and Actions
86
Chapter 10 How the Abundance Paradigm Eliminates the Need to Dominate a Market and Allows You to Better Serve Your Customers
87
The Death of Market Share
88
Lessons and Actions
92
Chapter 11 Exceptions: Are There Cases When Market Share Really Does Matter?
93
Major Media
93
Extremely Limited or Saturated Markets
95
Predators
97
Crooks
101
Lessons and Actions
101
Chapter 12 Some Real Loyalty Programs from Big Companies
103
Saturn
103
Nordstrom
104
Stop & Shop's Two Promotions
105
Other Affinity Promotions
105
Lessons and Actions
106
Chapter 13 Marketing Green
107
How You Benefit by Marketing Green
107
Packaging and Values
114
Local as Green
115
Global as Green
118
Using the Right Language
118
Don't Get Stuck in the Greenwashing Swamp
119
Thriving as the Bar Is Raised
122
Lessons and Actions
123
PART III HANDS-ON WITH COOPERATIVE, PEOPLE-CENTERED MARKETING
Chapter 14 Getting Noticed in the Noise and Clutter: A Brief Introduction to Effective Marketing Techniques
127
Honesty in Copywriting
129
Copywriting Basics
131
Lessons and Actions
135
Chapter 15 Practical Tools for Effective Marketing
137
Media Publicity
137
Coverage in Do-It-Yourself Media
139
Twenty-First-Century Toolkit
140
Speaking
141
Internet Discussion Groups and Social Networking Sites
141
Social Media Dos and Don'ts
149
User-Friendly Web Sites with Newsletters
150
Apparel and Premiums
151
Highly Targeted Advertising and Direct Mail
152
Guerrilla Gifting and Sampling
153
The Triangle of Expertise: Get Paid to Do Your Own Marketing
158
Lessons and Actions
160
Chapter 16 Give the People What They Want
161
When Satisfaction Isn't Enough
161
Companies That Get It
163
Shopping as Experience and Entertainment
169
Reputation Management in the Twenty-First Century
171
Lessons and Actions
174
Chapter 17 Marketing as Social Change, and Social Change as Marketing
175
Barbara Waugh, Corporate Revolutionary
178
Case Study: Save the Mountain
180
Lessons and Actions
181
Chapter 18 Community-Focused and Charity/Social Change Marketing
183
Lessons and Actions
185
Chapter 19 Taking the Concept beyond Marketing: Abundance and Sustainability in Businesses and in Society
187
Recap of Our Core Principles
187
What Could a Sustainable Future Look Like?
188
Making It Happen
191
Amory Lovins: Reinventing Human Enterprise for Sustainability
192
John Todd: Waste Streams into Fish Food
195
Profit by Thinking Like Lovins and Todd
197
A Social Movement Around Business Ethics
198
Lessons and Actions
200
Chapter 20 Abundance and Wealth Creation
201
Powerful Product Creation
202
Lessons and Actions
203
Chapter 21 Resources
205
Web Links
205
More Help from Jay and Shel
206
Notes 209
Index 229
Jay Conrad Levinson released the first of more than sixty Guerrilla Marketing books in 1984, after a long corporate marketing career. A household name in the marketing world, he's sold more than twenty million books. For more information, go to www.gmarketing.com. Shel Horowitz has been both an environmental activist/organizer and a marketer since 1972 (as a fifteen-year-old high school student). A world-renowned copywriter, marketing consultant, and award-winning author, he has participated actively in several major environmental and social change movements. This is his eighth book. For more information, go to www.shelhorowitz.com.