Authentic marketing : how to capture hearts and minds through the power of purpose /

Authentic marketing : how to capture hearts and minds through the power of purpose /

Saved in:

Bibliographic Details
Author / Creator:	Weber, Larry, author.
Imprint:	Hoboken, New Jersey : John Wiley & Sons, Inc., [2019]
Description:	xv, 236 pages ; 24 cm
Language:	English
Subject:	Marketing -- Moral and ethical aspects.
Format:	Print Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/11773245

Hidden Bibliographic Details
ISBN:	9781119513759 1119513758 9781119513735 9781119513773
Notes:	Includes bibliographical references and index.
Other form:	Online version: Weber, Larry, author. Authentic marketing Hoboken, New Jersey : John Wiley & Sons, 2018 9781119513735

Table of Contents:

Foreword
Acknowledgements
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
About the Author
Index