Marketing That Matters

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 Series
Acknowledgments
Introduction: Why Marketing Matters
1 Don’t Fear Marketing
Practice 1: Use Marketing as a Core Business Strategy
2 Know Yourself
Practice 2: Build Upon Your Mission
3 What Is Your Definition of Success?
Practice 3: Define Your Goals
4 Know Your Audience
Practice 4: Be Aggressively Customer Centered
5 Question Conventional Wisdom
Practice 5: Don’t Limit Your Market
6 What’s Driving the Customer Decision?
Practice 6: Communicate Value and Values
7 Emotion Trumps Data
Practice 7: Connect with the Heart First, Mind Second
8 Build a Community
Practice 8: Empower People as Messengers
9 Walk the Talk
Practice 9: Be Authentic and Transparent
10 Use the Power of Your Voice to Change the World
Practice 10: Leverage Marketing for Social Impact
Epilogue
Notes
Index
About Social Venture Network
About the AuthorsChip Conley is founder and CEO of Joie de Vivre Hospitality, Northern California’s largest hotelier. Chip has won numerous awards, including Guerrilla Marketer of the Year from the American Travel Marketing Executives, Northern California Entrepreneur of the Year, National Humanitarian Hospitality Company of the Year, and the Experience Stager of the Year. He is the author of The Rebel Rules: Daring to Be Yourself in Business and Business Rules of Thumb (with Seth Godin). His next book, Peak, will be available in September 2007.
Eric Friedenwald-Fishman is president and creative director of Metropolitan Group, one of the country’s leading full-service strategic communication and social marketing agencies with offices in Portland, Oregon; Chicago; and Washington, D.C. Eric has developed brands and marketing strategies for many well- known socially responsible businesses. Eric is particularly passionate about harnessing marketing to drive social change and is the primary author of the Public Will Building Framework, a strategic communication approach to creating sustainable social change.