Synopses & Reviews
Many business leaders view marketing as the crass, ugly side of business. This new book proves that “marketing” isn’t a dirty word — it’s the key to advancing both business ideals and the bottom line. Written by two down-to-earth, experienced entrepreneurs, Marketing That Matters is an in-the-trenches guide to building a marketing plan that embodies personal values instead of exploiting them. This compact volume provides overworked entrepreneurs, who want to match their mission with their values but who lack the time or training to develop a strategy, with the steps needed to incorporate effective marketing into their business plan. Full of inspiring stories from successful companies, Marketing That Matters offers ten key principles that help guide any business, including goal setting, communication basics, and the importance of establishing an emotional connection. Throughout, the focus remains on combining value with values.
Synopsis
Whether you're an entrepreneur building a new enterprise, the leader of an established socially responsible business, or a marketing professional at a Fortune 500 company who wants to make a difference, this "in-the-trenches" guide provides action steps for creating marketing programs that benefit your company and the world.
Using real-life examples from Patagonia, General Mills, Clif Bar, and many other companies, Marketing That Matters shows how to define your company's mission, goals, and potential audience in ways that are flexible, creative, and true to your organization's core values. They offer ten practices to engage customers using innovative marketing techniques--from discovering how customers make decisions to building committed communities of customers, employees, and strategic partners who will spread the word about your company--and potentially change the world. Marketing that Matters is the definitive handbook to help you incorporate social responsibility as a core element in your company's marketing strategy.