发帖
雷达卡
by Larry Weber (Author)
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.
About this book
Engage on a deeper level by disrupting the typical business development script
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.
This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet.
- Embrace a new model that integrates business, technology innovation, and engagement strategies with moral purpose as the glue that binds them together
- Learn the key steps to find your moral purpose
Brief contents
Introduction
Part I: Authentic Marketing and the Power of Purpose
Chapter 1: Profit 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
Length: 256 pages
Publisher: Wiley; 1 edition (January 7, 2019)
Language: English
ISBN-10: 1119513758
ISBN-13: 978-1119513759
Wiley__Authentic Marketing_ How to Capture Hearts and Minds Through the Power of.epub
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