Guerrilla marketing goes green : winning strategies to improve your profits and your planet
(Book)

Foreword / Stephen M R Covey -- 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 -- Part 1: Way Of The Golden Rule -- 1: Because people matter -- Lessons and actions -- 2: Basic concepts -- Road to your success: providing value to others -- Lessons and actions -- 3: 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 success and happiness -- 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 -- 4: Marketing versus adversarial sales -- Marketing instead of sales -- But wait-it gets worse -- Lessons and actions -- 5: 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 -- 6: 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 -- Part 2: New Marketing Mindset -- 7: New marketing matrix -- Pull versus push -- Practical pulls -- Lessons and actions -- 8: Abundance versus scarcity -- Old scarcity paradigm -- Prosperity consciousness paradigm-and its problems -- New vision: not scarcity, not prosperity, but abundance -- Abundance model in business -- Lessons and actions -- 9: 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 -- 10: How the abundance paradigm eliminates the need to dominate a market and allows you to better serve your customers -- Death of market share -- Lessons and actions -- 11: Exceptions: are there cases when market share really does matter? -- Major media -- Extremely limited or saturated markets -- Predators -- Crooks -- Lessons and actions -- 12: Some real loyalty programs from big companies -- Saturn -- Nordstrom -- Stop & Shop's two promotions -- Other affinity promotions -- Lessons and actions -- 13: 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 --

Part 3: Hands-On With Cooperative, People-Centered Marketing

14: Getting noticed in the noise and clutter: a brief introduction to effective marketing techniques

Honesty in copywriting

Copywriting basics

Lessons and actions

15: 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

Triangle of expertise: get paid to do your own marketing

Lessons and actions

16: 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

17: Marketing as social change, and social change as marketing

Barbara Waugh, corporate revolutionary

Case Study: Save the Mountain

Lessons and actions

18: Community-focused and charity/social change marketing

Lessons and actions

19: 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

Social movement around business ethics

Lessons and actions

20: Abundance and wealth creation

Powerful product creation

Lessons and actions

21: Resources

Web links

More help from Jay and Shel

Notes

Index.