Marketing That Matters

10 Practices to Profit Your Business and Change the World

Chip Conley (Author) | Eric Friedenwald-Fishman (Author)

Publication date: 10/01/2006

Marketing That Matters
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.

• A step-by-step guide any organization can use to build an effective, ethical marketing strategy
• Features examples from such companies as Patagonia, General Mills, Clif Bar, and many others
• Written by two award-winning entrepreneurs known for their inventive marketing approaches

Read more and meet author below


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Overview

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.

• A step-by-step guide any organization can use to build an effective, ethical marketing strategy
• Features examples from such companies as Patagonia, General Mills, Clif Bar, and many others
• Written by two award-winning entrepreneurs known for their inventive marketing approaches

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Meet the Authors


Visit Author Page - Chip Conley

When USA Today profiled Chip Conley as one of the ""14 People to Watch"" in 2001, the writer suggested that Chip had ""created what may be the most delightfully schizophrenic collection of hotels in America."" The writer went on to suggest that mainstream hoteliers ""look at Joie de Vivre as the mad scientist who's trying different formulas that the rest of the industry can buy into if the formula proves successful."" Time magazine concurred: ""few boutique hotels are as genuine as those run by Joie de Vivre."" Founded by Chip in 1987 on his 26th birthday, Joie de Vivre Hospitality (JDV) is Northern California's largest hotelier and one of the most prolific boutique hoteliers in the world with nearly 35 hospitality businesses under management and annual sales of over $100 million. In 2005, JDV was named the sixth best company to work for in Northern California on the list of the 100 Best Bay Area Companies to Work For (SF Business Times). Chip has won numerous awards including Guerrilla Marketer of the Year from the American Travel Marketing Executives, Northern California Entrepreneur of the Year, National Humanitarian Hospitality Company of the Year, and the Experience Stager of the Year at a conference in Las Vegas in which Joie de Vivre beat out competition that included Disney, Cirque de Soleil, and Ian Schrager Hotels. Chip's first book, The Rebel Rules: Daring to be Yourself in Business, was published by Simon & Schuster in 2001. He earned a B.A. and an M.B.A. from Stanford University. He lives in San Francisco, CA.

If you want to know more about Chip and about the work he's doing, visit him here



Visit Author Page - Eric Friedenwald-Fishman

As an agency creative director, Eric Friedenwald-Fishman leads strategic marketing, branding, and communication campaigns for socially responsible business and social purpose organizations. He has worked with clients marketing financial services, socially responsible investments, renewable energy, green building, organic and natural foods, retail and specialty foods, consumer products, hospitality, health care, professional services, and luxury goods. He has worked with startups and small local firms, mid-sized and regional companies, and large national corporations. Eric has also developed brand and communications strategies for numerous nonprofit and public sector agencies. He is a founder of Metropolitan Group, a leading, full-service strategic communication and social marketing agency with offices in Washington, DC, and Portland, Oregon. The brand he developed for ShoreBank (America's first and leading community development bank) was recognized in April 2005 by FastCompany.com when it named ShoreBank one of America's top 10 storytelling brands. He is the principal author of Metropolitan Group's Public Will Building Framework, a strategic approach for harnessing marketing to create lasting social change, and he is a frequent speaker and presenter at regional, national, and international conferences. Eric has served on the faculty of the Institute for Nonprofit Management at Portland State University where he developed and teaches a strategic marketing course. He has worked with clients throughout the United States, in the UK, New Zealand, and Africa. He lives in Portland, Oregon.

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Table of Contents

Letter from the Editor of the Social Venture
Network Series
Acknowledgments
Introduction: Why Marketing Matters
1 Don't Fear Marketing
Practice 1: Use Marketing as a Core Business Strategy
2 Know Yourself
Practice 2: Build Upon Your Mission
3 What Is Your Definition of Success?
Practice 3: Define Your Goals
4 Know Your Audience
Practice 4: Be Aggressively Customer Centered
5 Question Conventional Wisdom
Practice 5: Don't Limit Your Market
6 What's Driving the Customer Decision?
Practice 6: Communicate Value and Values
7 Emotion Trumps Data
Practice 7: Connect with the Heart First, Mind Second
8 Build a Community
Practice 8: Empower People as Messengers
9 Walk the Talk
Practice 9: Be Authentic and Transparent
10 Use the Power of Your Voice to Change the World
Practice 10: Leverage Marketing for Social Impact
Epilogue
Notes
Index
About Social Venture Network
About the Authors

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