Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet

Abstract

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 I THE WAY OF THE GOLDEN RULE. Chapter 1 Because People Matter . Lessons and Actions. Chapter 2 Basic Concepts. The Road to Your Success: Providing Value to Others. Lessons and Actions. Chapter 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. The 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. Chapter 4 Marketing versus Adversarial Sales. Marketing Instead of Sales. But Wait-It Gets Worse. Lessons and Actions. Chapter 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. Chapter 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 II THE NEW MARKETING MINDSET. Chapter 7 The New Marketing Matrix. Pull versus Push. Practical Pulls. Lessons and Actions. Chapter 8 Abundance versus Scarcity. The Old Scarcity Paradigm. The Prosperity Consciousness Paradigm-and Its Problems. The New Vision: Not Scarcity, Not Prosperity, but Abundance. The Abundance Model in Business. Lessons and Actions. Chapter 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. Chapter 10 How the Abundance Paradigm Eliminates the Need to Dominate a Market and Allows You to Better Serve Your Customers. The Death of Market Share. Lessons and Actions. Chapter 11 Exceptions: Are There Cases When Market Share Really Does Matter? Major Media. Extremely Limited or Saturated Markets. Predators. Crooks. Lessons and Actions. Chapter 12 Some Real Loyalty Programs from Big Companies. Saturn. Nordstrom. Stop & Shop's Two Promotions. Other Affinity Promotions. Lessons and Actions. Chapter 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 III HANDS-ON WITH COOPERATIVE, PEOPLE-CENTERED MARKETING. Chapter 14 Getting Noticed in the Noise and Clutter: A Brief Introduction to Effective Marketing Techniques. Honesty in Copywriting. Copywriting Basics. Lessons and Actions. Chapter 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. The Triangle of Expertise: Get Paid to Do Your Own Marketing. Lessons and Actions. Chapter 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. Chapter 17 Marketing as Social Change, and Social Change as Marketing. Barbara Waugh, Corporate Revolutionary. Case Study: Save the Mountain. Lessons and Actions. Chapter 18 Community-Focused and Charity/Social Change Marketing. Lessons and Actions. Chapter 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. A Social Movement Around Business Ethics. Lessons and Actions. Chapter 20 Abundance and Wealth Creation. Powerful Product Creation. Lessons and Actions. Chapter 21 Resources. Web Links. More Help from Jay and Shel. Notes. Index.

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