| Description |
1 online resource (255 pages) |
| Contents |
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 |
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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 |
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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 |
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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 |
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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 |
| Note |
1. Ignite employee passion, right from the first step |
| Summary |
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 organization. When moral purpose becomes central to your organization, it can deliver benefits to both the bottom line and mankind: a profit meets purpose proposition. This path requires a reinvention of today's dated business model, abolishing the inefficient, siloed approach of developing a business strategy first and then later creating separate strategies for marketing, HR, manufacturing, R & D, etc. The new integrated model fuses a tight integration of business, technology innovation and engagement strategies, all of which are bound together by a company's moral purpose. When moral purpose is central to an organization's core, everything branches out from a place of authenticity. Rather than a siloed CSR effort, you develop employee and customer relationships based on real-not curated-connections with a brand's moral mission. You build true engagement, trust and evangelism. And, along the way, your customers will actually help to co-create your brand. This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet.-Embrace a new model that integrates business, technology innovation, and engagement strategies with moral purpose as the glue that binds them together -Learn the key steps to find your moral purpose Discover how to engage audiences with a transparent, authentic marketing approach that forges powerful connections and builds trust. With a world of options at their fingertips, today's purpose-driven customers want a brand they can identify with and trust. Authentic Marketing shows you how to make your brand more human, more likeable, more genuine and guides you on how to connect with audiences on a moral level. This process will build a new level of engagement that will benefit both your long-term value and the world. |
| Bibliography |
Includes bibliographical references and index. |
| Subject |
Business.
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Affaires. |
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Business |
| Other Form: |
Print version: Weber, Larry. Authentic Marketing : How to Capture Hearts and Minds by Embracing the Power of Good. Newark : John Wiley & Sons, Incorporated, ©2019 9781119513759 |
| ISBN |
9781119513735 |
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1119513731 |
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