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Whether you're an entrepreneur building a new enterprise, the leader of an established socially responsible business, or a marketing professional at a Fortune 500 company who wants to make a difference, this "in-the-trenches" guide provides action steps for creating marketing programs that benefit your company and the world.

Using real-life examples from Patagonia, General Mills, Clif Bar, and many other companies, Marketing That Matters shows how to define your company's mission, goals, and potential audience in ways that are flexible, creative, and true to your organization's core values. They offer ten practices to engage customers using innovative marketing techniques - from discovering how customers make decisions to building committed communities of customers, employees, and strategic partners who will spread the word about your company - and potentially change the world. Marketing that Matters is the definitive handbook to help you incorporate social responsibility as a core element in your company's marketing strategy.

Publisher: Berrett-Koehler Publishers in association with GSE Research

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Articles

Free Content Preliminary Material
pp. i-xi(11)
Authors: Conley, Chip; Friedenwald-Fishman, Eric

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Why Marketing Matters
pp. 1-12(12)
Authors: Conley, Chip; Friedenwald-Fishman, Eric

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Don't fear marketing - Practice 1: Use Marketing as a Core Business Strategy
pp. 13-26(14)
Authors: Conley, Chip; Friedenwald-Fishman, Eric

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Know yourself - Practice 2: Build Upon Your Mission
pp. 27-40(14)
Authors: Conley, Chip; Friedenwald-Fishman, Eric

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What is your definition of success? - Practice 3: Define Your Goals
pp. 41-58(18)
Authors: Conley, Chip; Friedenwald-Fishman, Eric

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Know your audience - Practice 4: Be Aggressively Customer Centered
pp. 59-76(18)
Authors: Conley, Chip; Friedenwald-Fishman, Eric

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Question conventional wisdom - Practice 5: Don't Limit Your Market
pp. 77-92(16)
Authors: Conley, Chip; Friedenwald-Fishman, Eric

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What's driving the customer decision? - Practice 6: Communicate Value and Values
pp. 93-110(18)
Authors: Conley, Chip; Friedenwald-Fishman, Eric

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Emotion trumps data - Practice 7: Connect with the Heart First, Mind Second
pp. 111-128(18)
Authors: Conley, Chip; Friedenwald-Fishman, Eric

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Build a community - Practice 8: Empower People as Messengers
pp. 129-146(18)
Authors: Conley, Chip; Friedenwald-Fishman, Eric

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Walk the talk - Practice 9: Be Authentic and Transparent
pp. 147-164(18)
Authors: Conley, Chip; Friedenwald-Fishman, Eric

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Use the power of your voice to change the world - Practice 10: Leverage Marketing for Social Impact
pp. 165-180(16)
Authors: Conley, Chip; Friedenwald-Fishman, Eric

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Free Content Supplementary Material
pp. 181-206(26)
Authors: Conley, Chip; Friedenwald-Fishman, Eric

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