Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet

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Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet

Format:  Paperback,

236 pages

Publisher: John Wiley & Sons Inc

Publish Date: Jan 2010

ISBN-13: 9780470409510

ISBN-10: 0470409517

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The following content was provided by the publisher.
These Two Masters of Marketing Want to Pass Their Most Powerful Success Strategies on to You

Learn to:

Slash marketing costs and boost profits by making your business as green and ethical as possible

Easily turn your customers, suppliers, and even competitors into your unofficial sales force

Understand how to turn business acquaintances into powerful joint-venture partners

Cut your advertising budget and build revenues using social media, traditional media, and the power of your own brain--even get paid to do your marketing

Harness the Magic Triangle and the Abundance Principle to skyrocket to success

Find all this and much more within the covers of "Guerrilla Marketing" Goes Green--your road map to thrive and prosper as a green, ethical business in tough times and good times.

"A playbook for companies that want to succeed in a world where integrity and transparency trump slick slogans. This is a gem that should be required reading--not just for so-called green marketers, but for any marketer who wants to succeed in today's economy, and tomorrow's."

-- Joel Makower, Executive Editor, GreenBiz.com, and author, Strategies for the Green Economy

"Very wise words from very wise men. Shel and Jay are seasoned marketing pros who not only talk the talk, but walk the walk . . . Follow the advice of "Guerrilla Marketing" Goes Green. Your current customers, your new customers, and your bank account will be richer for it."
--Bob Burg, author, Endless Referrals, and coauthor, The Go-Giver

Specifications

Publisher: John Wiley & Sons Inc
Publish Date: Jan 2010
ISBN-13: 9780470409510
ISBN-10: 0470409517
Format: Paperback
Number of Pages: 236
Shipping Weight (in pounds): 0.9
Product in Inches (L x W x H): 6.0 x 9.0 x 0.75

About the author

Biography of Levinson, Jay Conrad

He is the author of more than a dozen books in the Guerrilla Marketing series. A former vice president & creative director at J. Walter Thompson Advertising & Leo Burnett Advertising, he is chairman of Guerrilla Marketing International, a consulting firm serving large & small businesses worldwide. He lives San Rafael, California.

Chapter outline

Foreword
Preface: Tastes Great and Good for You
Acknowledgments
If You've Already Read Principled Profit: Marketing That Puts People First
Introduction: Green Marketing Is a Mandate from Nature
The Way Of The Golden Rule
Because People Matter
Lessons and Actions
Basic Concepts
The Road to Your Success: Providing Value to Othersr
Lessons and Actions
Advantages of Doing the Right Thing
Why Responsible Companies Perform Better
Building Trust
Johnson & Johnson: A Lesson in Ethical Crisis PR
One Part of Corporate Social Responsibility Strategic Giving
Not Just Corporate, but Personal Responsibility
Keys to Successand Happiness.
The Magic Triangle: Quality, Integrity, Honesty
Who Wins When You Market with Quality, Integrity, and Honesty?
How the Magic Triangle Positions You Better in a Tough Economy
Lessons and Actions
Marketing versus Adversarial Sales
Marketing Instead of Sales
But Wait-It Gets Worse
Lessons and Actions
Sales the Right Way
Three Wise Sales Strategies from the UMass Family Business Center-and One from Someone Else
When to Say No to a Sale
Lessons and Actions
Expand the Model Exponentially-by Making It Personal
John Kremer and Biological Marketing
Bob Burg and Winning without Intimidation
Networking that Works
Lessons and Actions
The New Marketing Mindset
The New Marketing Matrix
Pull versus Push
Practical Pulls
Lessons and Actions
Abundance versus Scarcity
The Old Scarcity Paradigm
The Prosperity Consciousness Paradigm-and Its Problems
The New Vision: Not Scarcity, Not Prosperity, but Abundance
The Abundance Model in Business
Lessons and Actions
Build Powerful Alliances-with Competitors, Too
Turn Your Competitors into Allies
You've Done the Hardest Part-Now, Network with Complementary Businesses
Social Proof-Turn Your Customers and Suppliers into Evangelists
It's Not about Transactions, It's about Relationships
Lessons and Actions
How the Abundance Paradigm Eliminates the Need to Dominate a Market and Allows You to Better Serve Your Customers
The Death of Market Share
Lessons and Actions
Exceptions: Are There Cases When Market Share Really Does Matter?
Major Media
Extremely Limited or Saturated Markets
Predators
Crooks
Lessons and Actions
Some Real Loyalty Programs from Big Companies
Saturn
Nordstrom
Stop & Shop's Two Promotions
Other Affinity Promotions
Lessons and Actions
Marketing Green
How You Benefit by Marketing Green
Packaging and Values
Local as Green
Global as Green
Using the Right Language
Don't Get Stuck in the Greenwashing Swamp
Thriving as the Bar Is Raised
Lessons and Actions
Hands-On With Cooperative, People-Centered Marketing
Getting Noticed in the Noise and Clutter; A Brief Introduction to Effective Marketing Techniques
Honesty in Copywriting
Copywriting Basics
Lessons and Actions
Practical Tools for Effective Marketing
Media Publicity
Coverage in Do-It-Yourself Media
Twenty-First-Century Toolkit
Speaking
Internet Discussion Groups and Social Networking Sites
Social Media Dos and Don'ts
User-Friendly Web Sites with Newsletters
Apparel and Premiums
Highly Targeted Advertising and Direct Mail
Guerrilla Gifting and Sampling
The Triangle of Expertise: Get Paid to Do Your Own Marketing
Lessons and Actions
Give the people What They Want
When Satisfaction Isn't Enough
Companies That Get It
Shopping as Experience and Entertainment
Reputation Management in the Twenty-First Century
Lessons and Actions
Marketing as Social Change, and Social Change as Marketing
Barbara Waugh, Corporate Revolutionary
Case Study: Save the Mountain
Lessons and Actions
Community-Foe used and Charity/Social Change Marketing
Lessons and Actions
Taking the Concept beyond Marketing: Abundance and Sustainability in Businesses and in Society
Recap of Our Core Principles
What Could a Sustainable Future Look like?
Making It Happen
Amory Lovins: Reinventing Human Enterprise for Sustainability
John Todd: Waste Streams into Fish Food
Profit by Thinking Like Lovins and Todd
ASocial Movement Around Business Ethics
Lessons and Actions
Abundance and Wealth Creation
Powerful Product Creation
Lessons and Actions
Resources
Web Links
More Help from Jay and Shel
Notes
Index

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