{"product_id":"conscious-marketing-isbn-9780730309642","title":"Conscious Marketing","description":"\u003cb\u003eIn the modern economy, businesses must have heart\u003c\/b\u003e  \u003cp\u003eThe 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 \u003ci\u003eConscious Marketing: How to Create an Awesome Business With a New Approach to Marketing\u003c\/i\u003e, author Carolyn Tate demonstrates just how beneficial this shift can be. By practising the four tenets of conscious marketing, companies can raise their brand's profile and attract customers for life. The book shows how building a business with a higher-purpose can lead to sustainability, profitability and industry leadership. Conscious marketing works for both multinational corporations and cash-strapped small business alike.\u003c\/p\u003e \u003cp\u003eIn the modern market, a business that does well and contributes to the elevation of humanity and the planet attracts the best customers, employees, suppliers and investors. These people evangelize, and the brand reach expands exponentially further and to a more loyal audience than traditional marketing will ever capture. This concept and other topics in the book include:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eWhat's wrong with marketing and why it doesn't work\u003c\/li\u003e \u003cli\u003eWhat \"conscious\" means to the consumer, business, leader and marketer\u003c\/li\u003e \u003cli\u003eThe who, what, why and how of conscious marketing\u003c\/li\u003e \u003cli\u003eNavigating the shift from traditional to conscious practices\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe book includes a three-part guide to crafting an actionable plan, including where to find help. Marketing doesn't have to be the budgetary dead weight it has become. It can be fun, human and inspiring for everyone involved, but change requires a deep shift in thinking and behaviour that goes way beyond the transaction or the sale. To stay relevant in the modern economy, businesses must show what's at their core, why they do what they do and why it matters. \u003ci\u003eConscious Marketing\u003c\/i\u003e is a comprehensive guide to fixing the problem, with a sustainable solution.\u003c\/p\u003e About the author ix \u003cp\u003eAcknowledgements xi\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: The current state of marketing 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 The problem with marketing 3\u003c\/p\u003e \u003cp\u003e2 The evolution of consciousness 29\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: The reinvention of marketing 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3 Introducing conscious marketing 51\u003c\/p\u003e \u003cp\u003e4 Personal consciousness — an essential ingredient for conscious marketing 59\u003c\/p\u003e \u003cp\u003e5 Purpose (why) — the thing that keeps you keeping on 69\u003c\/p\u003e \u003cp\u003e6 Product (what) — those things you offer that improve lives 87\u003c\/p\u003e \u003cp\u003e7 People and planet (who) — the partners in your business community 101\u003c\/p\u003e \u003cp\u003e8 Promotion — how you spread the word 121\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Shifting from theory to action 145\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e9 The conscious marketing shift — 10 solid principles to adopt 147\u003c\/p\u003e \u003cp\u003e10 Your conscious marketing action plan 167\u003c\/p\u003e \u003cp\u003eConclusion 175\u003c\/p\u003e \u003cp\u003eAfterword by Billy Stafford 177\u003c\/p\u003e \u003cp\u003eThe Conscious Marketing Manifesto 179\u003c\/p\u003e \u003cp\u003eUseful resources for conscious business owners 183\u003c\/p\u003e \u003cp\u003eIndex 187\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eCAROLYN TATE\u003c\/b\u003e is a speaker and educator and the founder of The Slow School of Business, a school dedicated to helping companies build purpose-driven and prosperous businesses that make the world a better place. Carolyn is also the author of \u003ci\u003eSmall Business Big Brand, Marketing Your Small Business For Dummies\u003c\/i\u003e and \u003ci\u003eUnstuck in Provence\u003c\/i\u003e. Visit slowschool.com.au or carolyntate.co.    \u003c\/p\u003e\u003cp\u003e\u003ci\u003eConscious Marketing\u003c\/i\u003e teaches you how to bring a higher purpose to marketing your business that can benefit customers, employees, investors, suppliers and the community. Through innovative principles and in-depth case studies, this book shows you how to turn your business into a movement that people will want to join.  \u003c\/p\u003e\u003cp\u003eWith over 20 years of experience in marketing and business, author Carolyn Tate presents a model that will show you how to:  \u003c\/p\u003e\u003cul\u003e \u003cli\u003edefine your company's purpose as the central force for all your marketing activities\u003c\/li\u003e \u003cli\u003ebuild a community that is truly inspired to help you grow your business\u003c\/li\u003e \u003cli\u003ecreate compelling products and services that your customers will want to buy\u003c\/li\u003e \u003cli\u003emake your promotional activities less costly and more effective.\u003c\/li\u003e \u003c\/ul\u003e  \u003cp\u003eDrawing on the values of the 'slow' and 'conscious' business movements, \u003ci\u003eConscious Marketing\u003c\/i\u003e will help you build a business that can grow your bottom line and serve the community.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988975632613,"sku":"NP9780730309642","price":32.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780730309642.jpg?v=1761782279","url":"https:\/\/k12savings.com\/es\/products\/conscious-marketing-isbn-9780730309642","provider":"K12savings","version":"1.0","type":"link"}