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Full Description
Create a Better World Through the Power of Profit!
Imagine your business making a big impact solving problems like hunger, poverty, war, violence, and catastrophic climate change while making a healthy profit. Guess what: you don't have to just imagine; you can make it real.
"Guerrilla Marketing to Heal the World" shows dozens of practical examples of successful companies doing well by doing good---from solopreneurs to Fortune 100 global corporations. You'll discover dozens of ways business can heal the world---and gain the practical marketing savvy to turn your values into business success. Learn how to:
Create projects (and products) that accomplish social change, profitability, and cost reduction all at once
Green your company in ways that save money and make money
Gain enormous positive reputation as a visionary company worth supporting
Expand successfully into totally new markets through strategic thinking, powerful partnerships, and commitment to core principles
Turn marketing from a cost to a revenue stream
Embrace abundance and transformation---and stop worrying about market share
Contents
PART I: THE WAY OF THE GOLDEN RULE
Chapter 1: Because People Matter
Chapter 2: Basic Concepts
Chapter 3: Advantages of Doing the Right Thing
PART II: THE NEW GREEN, SOCIALLY CONSCIOUS MARKETING MINDSET
Chapter 4: The New Marketing Matrix
Chapter 5: Abundance versus Scarcity
Chapter 6: Build Powerful Alliances With Competitors, Too
Chapter 7: Why the Abundance Paradigm Eliminates the Need to Worry about Market Share
Chapter 8: Exceptions: Are There Zero-Sum, Win-Lose Situations?
PART III: GREEN BUSINESS, GREEN MARKETING
Chapter 9: Becoming a Green Company
Chapter 10: Marketing Green
Chapter 11: Making Green Sexy Across All Demographics and Industries
Chapter 12: Language, Greenwashing, and Truth
Chapter 13: Three Kinds Of Customers: Are You Reaching Them All?
PART IV: GETTING NOTICED IN THE NOISE AND CLUTTER: HANDS-ON WITH COOPERATIVE, PEOPLE-CENTERED MARKETING
Chapter 14: Advanced Copywriting
Chapter 15: Give the People What They Want
Chapter 16: Running a Global Company
PART V: USING YOUR BUSINESS TO CREATE A BETTER WORLD
Chapter 17: Marketing As Social Change, and Social Change As Marketing
Chapter 18: Community-Focused and Charity/Social Change Marketing
Chapter 19: Taking the Concept Beyond Marketing: Abundance and Sustainability in Businesses and in Society
Chapter 20: Exponential Thinking from Three Practical Visionaries
Chapter 21: Profit by Helping the World
Chapter 22: Impossible is a Dare: Business For a Better World
