Marketing That Matters: 10 Practices to Profit Your Business and Change the World

by Chip Conley, Eric Friedenwald-Fishman

Whether you're an entrepreneur building a new enterprise, the leader of an established socially responsible business, or a marketing professional at a Fortune 500 company who wants to make a difference, this "in-the-trenches" guide provides action steps for creating marketing programs that benefit your company and the world.
Using real-life examples from Patagonia, General Mills, Clif Bar, and many other companies, Marketing That Matters shows how to define your company's mission, goals, and potential audience in ways that are flexible, creative, and true to your organization's core values. They offer ten practices to engage customers using innovative marketing techniques--from discovering how customers make decisions to building committed communities of customers, employees, and strategic partners who will spread the word about your company--and potentially change the world. Marketing that Matters is the definitive handbook to help you incorporate social responsibility as a core element in your company's marketing strategy.

Genres: Nonfiction, Business

216 pages, Paperback

First published January 1, 2006

About the author

At the age of 26, Chip Conley started his own hospitality company, Joie de Vivre (JDV), and, as CEO for two-dozen years, expanded it into a collection of over 35 award-winning hotels, restaurants and spas – the second largest boutique hotel company in the U.S. The bestselling author of PEAK, Chip is a veteran practitioner of emotional intelligence in business and in his latest book, EMOTIONAL EQUATIONS, he takes us from emotional intelligence to emotional fluency. The preeminent thought leader at the intersection of psychology and business, Chip speaks around the world on finding meaning at work, is a regular blogger on The Huffington Post and his own blog at http://www.emotionalequations.com . Chip has been honored with the highest accolade in the American hospitality industry, the coveted ISHC Pioneer award, and was named the Most Innovative CEO – and JDV the "2nd Best Place to Work" – in the entire Bay Area by The San Francisco Business Times. He received his BA and MBA from Stanford University, and holds an Honorary Doctorate in Psychology from Saybrook Graduate School & Research Center, where he is the school’s 2012 Scholar-Practitioner in residence.

Reviews

[rachelm · Rating 3 out of 5]

I normally shy away from reading work-related books in my free time, but actually really enjoyed this one. Anyone involved in marketing for a socially responsible business or non-profit could probably benefit from a quick perusal of this book. Wordy and jargon-filled at times, but with solid ideas on setting and measuring goals, and on identifying and appealing to your core customers and a larger market.

[Jesse Hertstein · Rating 5 out of 5]

Good framework for looking at marketing in a different way, as some companies emerge from producing commodities to adding value to consumers and communities. Great examples of compainies that have clear missions and use innovative approches to working with suppliers and customers.