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Authentic Marketing : How to Capture Hearts and Minds by Embracing the Power of Good.
Engage on a deeper level by disrupting the typical business development script Authentic Marketing offers a forward-thinking approach to achieving an entirely new level of engagement with today's purpose-driven and skeptical audiences. The heart of this process involves finding the soul of your...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Newark :
John Wiley & Sons, Incorporated,
2019.
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| Temas: | |
| Acceso en línea: | Texto completo Texto completo |
Tabla de Contenidos:
- Intro; Authentic Marketing; Contents; Foreword; Acknowledgments; Introduction; PART I Authentic Marketing and the Power of Purpose; Chapter 1 Profit Meets Purpose: Find Your Company's Soul; Beyond CSR; Authentic Marketing: The Driver of True Engagement; Good Momentum; IBM: Legacy Values Working for Good; Patagonia: Pioneering Sustainability; The Call for Action-Driven Businesses; A New Strategy Model for a New Era; Soul Searching: Exercise to Find Your Moral DNA; Step One: Explore Values; Step Two: Pay Products and Services Forward; Step Three: Feed Your Audiences' Passions
- Step Four: Take a StandNotes; Chapter 2 The Era of Social Consciousness: Where Technology Meets Humanity; Social Media, Cultural Game Changer; The Call for Values; Higher Expectations of the Private Sector; Technology Innovations as a Force for Good; Notes; Chapter 3 A Better Strategy Model for a Better World; Shortcomings of the Current Model; Four Driving Principles of a New, Integrated Strategy Model; 1. Business Strategy; 2. Moral Purpose: Find Your Raison D'être; 3. Be a Technology Company; 4. Embrace Engagement Through Authentic Marketing; Strategy Is Always On; Notes
- PART II Authentic Marketing: Key ComponentsChapter 4 The Evolution of Marketing: Moving from Manipulation to Authenticity; Production Era; Sales Era; Marketing Era; Relationship Marketing Era; Digital Engagement Era; Enter Authentic Marketing; Notes; Chapter 5 Search for Truths to Drive Constituency Mapping; Building Your Data Toolbox; A Prospective View of Data; Additional Tools and Technologies That Deliver Key Insights; An Inside Out Approach to Constituents; Employees; Customers; Investors; Corporate Watchdogs; Media; Other Influencers; Analysts; Notes; Chapter 6 Humanize Your Brand
- Use Technology to Show Your Human SideAchieve Deeper Engagement; Put Honesty First; Infuse Empathy in Your Culture; Stand Out by Standing Up; Be Provocative; Reveal Your Personality; Paint the Faces of Your Brand; Say You're Sorry; Ditch the Corporate Speak; Show Your Funny Bone; Notes; Chapter 7 Move Beyond Storytelling to Storydoing; Your Brain on a Story; Move to Storydoing; Build Ongoing Stories; Effective Techniques; Warby Parker; Gandys: Turning Tragedy into a Force for Good; IKEA, Let's Play for Change; Notes; Chapter 8 Use Data-Telling to Anchor Objectives and Validate Progress
- Walmart Sustainability IndexTOMS; Dow Chemical; Siemens; Levi Strauss; Notes; Chapter 9 Infuse Trusted Voices in Paid, Owned, and Earned Media; Put Earned Media First in the Paid, Owned, Earned Equation; Focus on Your Inner Circle of Influencers; Trust and the CEO; The Credibility of Earned Social Media; Owned and Paid Media: The Supporting Cast; Content Across Paid, Owned, and Earned; WATERisLIFE #FirstWorldProblems; Investing in Trust; Notes; PART III Reinventing Good and the Energy of Your Company's Soul; Chapter 10 Creating a Purpose-Driven Culture; Answer the Generational Mandate