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Conscious marketing : how to create an awesome business with a new approach to marketing

Author: Carolyn Tate
Publisher: Milton, Qld. : John Wiley and Sons Australia, 2015.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
In the modern economy, businesses must have heart The marketing industry is broken. Consumers are tired of interruption, push, mass media and the manipulation of marketing and advertising generally. They want to deal with honest, ethical companies that have heart and purpose and that care about serving all their stakeholders instead of their pockets. Conscious Marketing proves that marketing can really work if the  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Tate, Carolyn.
Conscious Marketing : How to create an awesome business with a new approach to marketing.
Hoboken : Wiley, ©2015
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Carolyn Tate
ISBN: 9780730309659 0730309657 9780730309673 0730309673
OCLC Number: 898027469
Description: 1 online resource
Contents: CONSCIOUS MARKETING; CONTENTS; About the author; Acknowledgements; Preface; PART I The current state of marketing; Chapter 1 The problem with marketing; Marketing is broken; Marketing has been hijacked; Marketing for the short term; The price-war culture; The mass media minefield; The manipulative message; A short intervention; The gap between the marketing promise and the customer experience; The sick language of marketing; The illusion of choice; Planned obsolescence as a marketing tactic; When CSR becomes marketing fluff; The double-edged sword of technology. The great information marketing scamNative advertising pervading the media; Chapter 2 The evolution of consciousness; Why consciousness is the key; The conscious being; The conscious consumer; Conscious Capitalism; Higher purpose; Stakeholder orientation; Conscious leadership; Conscious culture; The conscious business; The conscious leader; The conscious employee; The conscious community; PART II The reinvention of marketing; Chapter 3 Introducing conscious marketing; Defending marketing; Defining conscious marketing; An introduction to the Cycle of Conscious Marketing; Personal (you). Purpose (why)Product (what); People (who); Promotion (how); How it works; Chapter 4 Personal consciousness --
an essential ingredient for conscious marketing; A dedication to learning; A reframe of the success paradigm; Chapter 5 Purpose (why) --
the thing that keeps you keeping on; What is purpose anyway?; Why purpose is the glue; Is purpose the new black?; Vision and purpose --
what's the difference?; How to find your purpose; Digging deep on purpose; Some great purpose statements; How to know if you're 'on purpose'; Why is purpose at the heart of conscious marketing? Chapter 6 Product (what) --
those things you offer that improve livesA useful tool to get you started; The products and services you offer; How do you know if people want it?; Who do you serve?; So what do they need?; The price you pay; From demand to delivery; The customer experience; Chapter 7 People and planet (who) --
the partners in your business community; The planet and the environment; The community; The supplier; The alliances; The customer; The employees (and volunteers); The industry and competition; The shareholders; The ones you love (family and friends). So who are your stakeholders and what can you do now?Chapter 8 Promotion --
how you spread the word; Brand love takes time; Avoid bright shiny object (BSO) syndrome; Turn your attention inward; 50 per cent offline, 50 per cent online; Do less. Do it well. Do it again; Activate your tribe first; Share your story; Adopt a cause-leadership position; The giving culture; Sell one, give one; Produce content that matters; Do some planning; The Conscious Marketing Cycle --
it keeps on keeping on; PART III Shifting from theory to action. Chapter 9 The conscious marketing shift --
10 solid principles to adopt.
Responsibility: Carolyn Tate.

Abstract:

In the modern economy, businesses must have heart The marketing industry is broken. Consumers are tired of interruption, push, mass media and the manipulation of marketing and advertising generally. They want to deal with honest, ethical companies that have heart and purpose and that care about serving all their stakeholders instead of their pockets. Conscious Marketing proves that marketing can really work if the paradigm is shifted-radically. In Conscious Marketing: How to Create an Awesome Business With a New Approach to Marketing, author Carolyn Tate demonstrates just how beneficial this.

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