عنوان

Guerrilla marketing goes green :

شابک

0470409517

شابک

9780470409510

شماره

b711674

عنوان اصلي

Guerrilla marketing goes green :

نام عام مواد

[Book]

ساير اطلاعات عنواني

winning strategies to improve your profits and your planet /

نام نخستين پديدآور

Jay Conrad Levinson and Shel Horowitz.

محل نشرو پخش و غیره

Hoboken, N.J. :

نام ناشر، پخش کننده و غيره

Wiley,

تاریخ نشرو بخش و غیره

©2010.

نام خاص و کميت اثر

xxvii, 236 pages :

ساير جزييات

illustrations ;

ابعاد

23 cm

متن يادداشت

Includes bibliographical references and index.

متن يادداشت

Foreword / Stephen M R Covey -- 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 -- Part 1: Way Of The Golden Rule -- 1: Because people matter -- Lessons and actions -- 2: Basic concepts -- Road to your success: providing value to others -- Lessons and actions -- 3: 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 -- 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 -- 4: Marketing versus adversarial sales -- Marketing instead of sales -- But wait-it gets worse -- Lessons and actions -- 5: 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 -- 6: 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 -- Part 2: New Marketing Mindset -- 7: New marketing matrix -- Pull versus push -- Practical pulls -- Lessons and actions -- 8: Abundance versus scarcity -- Old scarcity paradigm -- Prosperity consciousness paradigm-and its problems -- New vision: not scarcity, not prosperity, but abundance -- Abundance model in business -- Lessons and actions -- 9: 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 -- 10: How the abundance paradigm eliminates the need to dominate a market and allows you to better serve your customers -- Death of market share -- Lessons and actions -- 11: Exceptions: are there cases when market share really does matter? -- Major media -- Extremely limited or saturated markets -- Predators -- Crooks -- Lessons and actions -- 12: Some real loyalty programs from big companies -- Saturn -- Nordstrom -- Stop & Shop's two promotions -- Other affinity promotions -- Lessons and actions -- 13: 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.

متن يادداشت

Part 3: Hands-On With Cooperative, People-Centered Marketing -- 14: Getting noticed in the noise and clutter: a brief introduction to effective marketing techniques -- Honesty in copywriting -- Copywriting basics -- Lessons and actions -- 15: 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 -- Triangle of expertise: get paid to do your own marketing -- Lessons and actions -- 16: 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 -- 17: Marketing as social change, and social change as marketing -- Barbara Waugh, corporate revolutionary -- Case Study: Save the Mountain -- Lessons and actions -- 18: Community-focused and charity/social change marketing -- Lessons and actions -- 19: 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 -- Social movement around business ethics -- Lessons and actions -- 20: Abundance and wealth creation -- Powerful product creation -- Lessons and actions -- 21: Resources -- Web links -- More help from Jay and Shel -- Notes -- Index.

بدون عنوان

0

بدون عنوان

0

متن يادداشت

From the Publisher: These Two Masters of Marketing Want to Pass Their Most Powerful Success Strategies on to You! Learn to: Slash marketing costs and boost profits by making your business as green and ethical as possible; Easily turn your customers, suppliers, and even competitors into your unofficial sales force; Understand how to turn business acquaintances into powerful joint-venture partners; Cut your advertising budget and build revenues using social media, traditional media, and the power of your own brain-even get paid to do your marketing; Harness the Magic Triangle and the Abundance Principle to skyrocket to success; Find all this and much more within the covers of Guerrilla Marketing Goes Green-your road map to thrive and prosper as a green, ethical business in tough times and good times. "A playbook for companies that want to succeed in a world where integrity and transparency trump slick slogans. This is a gem that should be required reading-not just for so-called green marketers, but for any marketer who wants to succeed in today's economy, and tomorrow's."

منبع سفارش / آدرس اشتراک

John Wiley & Sons Inc, Order Processing Dept 432 Elizabeth Ave, Somerset, NJ, USA, 08875, (732)4694400

موضوع مستند نشده

Green marketing.

موضوع مستند نشده

Green marketing.

موضوع مستند نشده

Green marketing.

شماره

ويراست

شماره رده

نشانه اثر

مستند نام اشخاص تاييد نشده

Levinson, Jay Conrad.

مستند نام اشخاص تاييد نشده

Horowitz, Shel,1956-

تاريخ عمليات

20201208021817.0

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y