Authentic Marketing : How to Capture Hearts and Minds Through the Power of Purpose.
Larry. Weber
Bok Engelsk 2019 · Electronic books.
| Omfang | 1 online resource (255 pages)
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|---|---|
| Opplysninger | 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 Stand -- Notes -- 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 Components -- Chapter 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.. - Chapter 11 Measuring the Legitimacy and Managing the Value of Purpose -- Measuring Corporate Purpose -- Other Key Findings from the 2018 Global RepTrak® Report -- Additional Paths to Tracking, Monitoring, and Measuring Purpose -- Customer Insights -- Influencer Analysis -- Employee Audits -- Expanding the Measurement Matrix -- Notes -- Chapter 12 Make a Plan -- 1. Put the New Strategy Model into Play -- Business Strategy -- Identify Your Purpose -- Test It -- Develop Your Technology Strategy -- Craft Your Engagement Strategy -- 2. Establish Your Purpose Supply Chain -- People -- Processes -- Products -- Partners -- 3. Launch Your Purpose -- Constituency Mapping -- Start Your Authentic Content Engine -- Develop Communications Standards -- Ready Your Spokespeople -- 4. Live the Purpose Promise -- Tracking, Measuring, and Reporting -- Always On Storydoing -- Next Gen Issues/Response -- Living Your Values -- Feedback Mechanisms -- Stick with It -- 5. Measure the Impact -- Notes -- Chapter 13 Purpose Is Everything -- Notes -- About the Author -- Index -- EULA.. - Use Technology to Show Your Human Side -- Achieve 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 Index -- TOMS -- 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 -- 1. Ignite employee passion, right from the first step -- 2. Live your purpose, enabling employees to feel it -- 3. Make purpose permeate your organization -- 4. Find your ambassadors -- 5. Empower employees to make it happen -- 6. Create a chorus of purpose stories -- 7. Make purpose front and center when recruiting -- Lead with Purpose -- Put Purpose First -- Operate as Chief Values Officer -- Showcase Purpose in Action -- Infuse Purpose into the Entire C Suite, as Well as Middle Management -- Partner for Purpose -- Inspiring Words from CEOs -- Notes.
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| Emner | |
| Sjanger | |
| Dewey | |
| ISBN | 9781119513735
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| ISBN(galt) |
