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Guerrilla marketing goes green : winning strategies to improve your profits and your planet

Author: Jay Conrad Levinson; Shel Horowitz
Publisher: Hoboken, N.J. : Wiley, ©2010.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
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  Read more...
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Document Type: Book
All Authors / Contributors: Jay Conrad Levinson; Shel Horowitz
ISBN: 9780470409510 0470409517
OCLC Number: 426813818
Description: xxvii, 236 pages : illustrations ; 23 cm
Contents: 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. 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.
Responsibility: Jay Conrad Levinson and Shel Horowitz.

Abstract:

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  Read more...

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