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Authentic marketing : how to capture hearts and minds through the power of purpose

Author: Larry Weber
Publisher: Hoboken, New Jersey : John Wiley & Sons, Inc., [2019]
Edition/Format:   Print book : EnglishView all editions and formats
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Additional Physical Format: Online version:
Weber, Larry, author.
Authentic marketing
Hoboken, New Jersey : John Wiley & Sons, 2018
(DLC) 2018059372
Document Type: Book
All Authors / Contributors: Larry Weber
ISBN: 9781119513759 1119513758
OCLC Number: 1079411052
Description: xv, 236 pages ; 24 cm
Contents: Profit meets purpose : find your company's soul --
The era of social consciousness : where technology meets humanity --
A better strategy model for a better world --
The evolution of marketing : moving from manipulation to authenticity --
Search for truths to drive constituency mapping --
Humanize your brand --
Move beyond storytelling to storydoing --
Use data-telling to anchor objectives and validate progress --
Infuse trusted voices in paid, owned and earned media --
Create a purpose-driven culture --
Measuring the legitimacy and managing the value of purpose --
Make a plan --
Purpose is everything.
Responsibility: Larry Weber.

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