Authentic Marketing: How to Capture Hearts and Minds Through the Power of Purpose

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ISBN
9781119513759
Nombre del producto:
Authentic Marketing: How to Capture Hearts and Minds Through the Power of Purpose
Fecha de edición:
30 ene. 2019
Número de Edición:
1
Autor:
Weber, Larry
Idioma:
Inglés
Formato:
Libro
Páginas:
256
Lugar de edición:
USA
Colección:
BUSINESS & ECONOMICS
Encuadernación:
Cartoné

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.

Foreword

Acknowledgements

Introduction

Part I Authentic Marketing and the Power of Purpose

Chapter 1 Profi t Meets Purpose: Find Your Company’s Soul

Chapter 2 The Era of Social Consciousness: Where Technology Meets Humanity

Chapter 3 A Better Strategy Model for a Better World

Part II Authentic Marketing: Key Components

Chapter 4 The Evolution of Marketing: Moving from Manipulation to Authenticity

Chapter 5 Search for Truths to Drive Constituency Mapping

Chapter 6 Humanize Your Brand

Chapter 7 Move beyond Storytelling to Storydoing

Chapter 8 Use Data-Telling to Anchor Objectives and Validate Progress

Chapter 9 Infuse Trusted Voices in Paid, Owned, and Earned Media

Part III Reinventing Good and the Energy of Your Company’s Soul

Chapter 10 Creating a Purpose-Driven Culture

Chapter 11 Measuring the Legitimacy and Managing the Value of Purpose

Chapter 12 Make a Plan

Chapter 13 Purpose Is Everything

About the Author

 

 

LARRY WEBER is a successful entre- preneur, thought leader, and author, who founded several global marketing companies. He is the founder, chairman, and CEO of Racepoint Global, an integrated marketing communications agency. He also founded Weber Shandwick, one of the world's leading global communications and marketing services firms; and the Massachusetts Innovation and Technology Exchange (MITX), the world's largest Internet marketing association.

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