Authentic marketing : how to capture hearts and minds through the power of purpose /
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Author / Creator: | Weber, Larry, author. |
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Imprint: | Hoboken, New Jersey : John Wiley & Sons, Inc., [2019] |
Description: | xv, 236 pages ; 24 cm |
Language: | English |
Subject: | |
Format: | Print Book |
URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/11773245 |
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