Marketing That Matters , livre ebook
217
pages
English
Ebooks
2006
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217
pages
English
Ebooks
2006
Obtenez un accès à la bibliothèque pour le consulter en ligne En savoir plus
Publié par
Date de parution
01 octobre 2006
EAN13
9781576759646
Langue
English
Poids de l'ouvrage
1 Mo
Award-winning marketers Chip Conley and Eric Friedenwald-Fishman prove that “marketing” is not a dirty word—it is key to advancing both the value and values of any business. They offer a thorough and practical guide to selling what you do, without selling-out who you are.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.Letter from the Editor of the Social Venture Network SeriesAcknowledgmentsIntroduction: Why Marketing Matters1 Don't Fear Marketing Practice 1: Use Marketing as a Core Business Strategy2 Know Yourself Practice 2: Build Upon Your Mission3 What Is Your Definition of Success? Practice 3: Define Your Goals4 Know Your AudiencePractice 4: Be Aggressively Customer Centered5 Question Conventional WisdomPractice 5: Don't Limit Your Market6 What's Driving the Customer Decision? Practice 6: Communicate Value and Values7 Emotion Trumps Data Practice 7: Connect with the Heart First, Mind Second8 Build a Community Practice 8: Empower People as Messengers9 Walk the Talk Practice 9: Be Authentic and Transparent10 Use the Power of Your Voice to Change the WorldPractice 10: Leverage Marketing for Social ImpactEpilogue NotesIndex About Social Venture Network About the Authors
Voir
Publié par
Date de parution
01 octobre 2006
EAN13
9781576759646
Langue
English
Poids de l'ouvrage
1 Mo
T H E S O C I A L V E N T U R E N E T W O R K S E R I E S
marketing that matters
10 PRACTICES TO PROFIT YOUR BUSINESS AND CHANGE THE WORLD
Chip Conley Eric FriedenwaldFishman
Marketing That Matters Copyright © 2006 by Eric M. Fishman and Stephen Townsend Conley All rights reserved. No part of this publication may be reproduced, distrib uted, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior writ ten permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address below.
BerrettKoehler Publishers, Inc. 235 Montgomery Street, Suite 650 San Francisco, California 941042916 Tel: (415) 2880260, Fax: (415) 3622512 www.bkconnection.com
Ordering information for print editions Quantity sales.Special discounts are available on quantity purchases by cor porations, associations, and others. For details, contact the “Special Sales Department” at the BerrettKoehler address above. Individual sales.BerrettKoehler publications are available through most bookstores. They can also be ordered directly from BerrettKoehler: Tel: (800) 9292929; Fax: (802) 8647626; www.bkconnection.com Orders for college textbook/course adoption use.Please contact Berrett Koehler: Tel: (800) 9292929; Fax: (802) 8647626. Orders by U.S. trade bookstores and wholesalers.Please contact Ingram Publisher Services, Tel: (800) 5094887; Fax: (800) 8381149; Email: customer.service@ingrampublisherservices.com; or visit www.ingram publisherservices.com/Ordering for details about electronic ordering.
BerrettKoehler and the BK logo are registered trademarks of BerrettKoehler Publishers, Inc.
First Edition Paperback print edition ISBN 9781576753835 PDF ebook ISBN 9781576759646
20081 Copyediting by PeopleSpeak. Interior design and production by Beverly Butterfield, Girl of the West Productions. Cover design by Leslie Waltzer, Crowfoot Design.
Is it nurture or is it nature? In Chip’s case, his sense of social responsibility is deeply rooted in what he’s learned from his parents, Fran and Steve Conley.
Eric dedicates this book to his parents, Paul and Sherry Fishman, who demonstrate that ethics, vision, and love always win.
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Contents
Letter from the Editor of the Social Venture Network Series
Acknowledgments
Introduction: Why Marketing Matters 1Don’t Fear Marketing Practice 1: Use Marketing as a Core Business Strategy
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3
4
5
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Know Yourself Practice 2: Build Upon Your Mission
What Is Your Definition of Success? Practice 3: Define Your Goals
Know Your Audience Practice 4: Be Aggressively Customer Centered
Question Conventional Wisdom Practice 5: Don’t Limit Your Market
What’s Driving the Customer Decision? Practice 6: Communicate Value and Values
Emotion Trumps Data Practice 7: Connect with the Heart First, Mind Second
Build a Community Practice 8: Empower People as Messengers
Walk the Talk Practice 9: Be Authentic and Transparent
Use the Power of Your Voice to Change the World Practice 10: Leverage Marketing for Social Impact
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Epilogue Notes Index
About Social Venture Network
About the Authors
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Marketing That Matters
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Letter from the Editor of the Social Venture Network Series
If you think marketing is nothing but advertising and promo tion, Chip Conley and Eric FriedenwaldFishman will set you straight in this remarkably concise and practical little book. For example, consider this astonishing fact (plucked from the intro duction): “With annual sales of more than $125 million, [Chip Conley’s company] Joie de Vivre spends less than $50,000 an nually on traditional advertising yet has a greater market share than its hotel competitors.” Take a short trip through these pages, and Chip and Eric will show you how a valuesdriven approach to marketing can help your business increase profits, gain greater market share, and help you live a richer and more rewarding life. As you might guess, this book does not advocate your grand father’s concept of marketing.Marketing That Matterssets forth a thoroughly contemporary approach to marketing that is fully in tune with today’s intensely competitive and fastchang ing business environment—an approach that will help you posi tion yourself and your company for continuing success in the challenging years ahead. The numerous examples in this book, drawn from the col lective experience of companies affiliated with Social Venture Network (SVN) and from the authors’ nearly four decades of experience with their own and other firms, illustrate how values driven companies can succeed in the marketplace while helping make the world better. As Chip and Eric show so clearly, mar keting truly succeeds only when it is an authentic expression of a company’s mission and when it embodies the company’s
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brand, expressing what they call “the three Vs: the value, values, and voice of an organization.” Marketing is at the heart of the success of a great many SVNlinked companies. As missiondriven firms, our businesses take naturally to the holistic approach to marketing espoused by Chip and Eric. That explains both why we are bringing out this volume on marketing so soon after the inauguration of the SVN series and why we recruited Chip and Eric to tell the tale. Chip Conley’s Joie de Vivre hospitality chain is a classic marketing success story and an ideal example of how values driven marketing, honestly and persistently pursued, can propel a business into a commanding position in the marketplace. Sim ilarly, Eric FriedenwaldFishman’s marketing firm, Metropoli tan Group, shows dramatically how marketing rooted in just and humane values can win the day, not just for the company’s dozens of corporate and nonprofit clients, but also for the com pany itself. If you’re looking for insight and practical advice about how to navigate the swirling waters at the intersection of market and meaning, you’ll find them in this book. This pintsized volume contains a gallon’s worth of wisdom. You’ll want to keep it on your desk and refer to it again and again. Enjoy!
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Marketing That Matters
Mal Warwick Berkeley, California August 2006
Acknowledgments
This book would not be possible without the generous support of many people and organizations. Chip acknowledges Debra Amador, my Wonder Woman, who was part editor, part researcher, part marketing consultant, and part taskmaster. She also introduced me to the pleasures of tea, and I treasure the friendship that has grown out of this project. Thanks to the Joie de Vivre team for giving me the time and space to indulge in writing, especially Rachel Carlton, who has taught me the true value of an executive assistant. Big hugs to my best friend and muse, Vanda Marlow, who’s twice the writer I’ll ever be. Hugs and kisses to my partner, Donald Graves, who suffered through me writing two books while he was toil ing away in his anesthesiology residency. My fortunate involve ment in this project was inspired by some savvy salesmanship by Deb Nelson at Social Venture Network, whom I adore, and by Johanna Vondeling of BerrettKoehler who’s as insightful as anyone I know in the publishing field. What would I do without Eric FriedenwaldFishman, my coauthor? I learned so much from him in the process of writing this book and really appreci ate his humanity and knowledge of this subject matter. Two last thank yous: one to Paul Hawken, whose bookGrowing a Busi nesshelped me see that there was another way to nurture my business; and, finally, thanks to Abraham Maslow, whose theo ries on human motivation have helped me understand how to create an actualized workplace. Eric acknowledges Rebecca FriedenwaldFishman for lov ing support, brainstorming, editing, and assisting in every way;
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