Guerrilla Marketing to Heal the World by Jay Conrad Levinson, Shel Horowitz -- Read -- Imperial Library of Trantor

Index

Cover Title Copyright Contents Introduction By Jay Conrad Levinson: Green Marketing is a Mandate from Nature Preface by Shel Horowitz: Tastes Great AND Good for You Part I: The Way of the Golden Rule

Chapter 1: Because People Matter

Business Can—and Will—Change the World Marketing As Courtship

Chapter 2: Basic Concepts

The Road to Your Success: Providing Value to Others Marketing Fundamentals: A Quick Recap

Chapter 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 CSR: Strategic Giving The Magic Triangle: Quality, Integrity, Honesty How the Magic Triangle Positions You Better in a Tough Economy How the Magic Triangle Turns Problems Into Sales Opportunities When the Magic Triangle Tells You to Say No to a Sale

Part II: The New Green, Socially Conscious Marketing Mindset

Chapter 4: The New Marketing Matrix

Pull Versus Push Practical Pulls A Copywriting/Marketing Checklist Powerful Product Creation The Learning Possibilities of Failure

Chapter 5: Abundance versus Scarcity

The Old Scarcity Paradigm The “Prosperity Consciousness” Paradigm—and Its Problems The New Vision: Not Scarcity, Not Prosperity, But Abundance John Kremer and Biological Marketing Bob Burg and Winning Without Intimidation Iceland’s Renewable Energy System: Applying the Abundance Model to a Whole Country

Chapter 6: Build Powerful Alliances—With Competitors, Too

Turn Your Competitors into Allies You’ve Done the Hardest Part—Now, Network with Complementary Businesses Co-solve: Beyond Silos, Beyond Single-Purpose Social Proof—Turn Your Customers and Suppliers into Evangelists It’s Not About Transactions…It’s About Relationships

Chapter 7: Why the Abundance Paradigm Eliminates the Need to Worry About Market Share

The Death of “Market Share” Create Even More Abundance

Chapter 8: Exceptions: Are There Zero-Sum, Win-Lose Situations?

Major Media Extremely Limited or Saturated Markets Predators Crooks

Part III: Green Business, Green Marketing

Chapter 9: Becoming a Green Company

Defining Green The Economic and Ethical Imperative Changing Your Entire Company to a Green/Social Change Mindset Greening Your Operations Offering Green Products and Services

Chapter 10: Marketing Green

Green Goods and Services are Much Easier to Market Two Approaches, One Industry Packaging and Values Studying the Ads: What’s Working in Green Marketing? Thriving as the Bar is Raised

Chapter 11: Making Green Sexy Across All Demographics and Industries

Local As Green Global as Green Luxurious as Green

Chapter 12: Language, Greenwashing, and Truth

Use the Right Language No-Hype Zone Build Credibility with the Right Certifications Space on the Label Don’t Get Stuck in the “Greenwashing” Swamp

Chapter 13: Three Kinds Of Customers: Are You Reaching Them All?

1. The Obsessed 2. The Interested 3. The Indifferent Or Hostile How Do You Market To Each?

Part IV: Getting Noticed in the Noise and Clutter: Hands-On with Cooperative, People-Centered Marketing

Chapter 14: Advanced Copywriting

What Pronoun? Drill Down to the Core Benefits Stay Believable—and Connected Fascinate—and Build Toward the Sale Ditch the Jargon—Except… The Triangle of Expertise: Get Paid to Do Your Own Marketing

Chapter 15: Give the People What They Want

What Green Marketers Can Learn from Ring Tones When Satisfaction Isn’t Enough Companies that ‘Get It” Shopping as Experience and Entertainment Reputation Management in the 21st Century Some REAL Loyalty Programs from Big Companies

Chapter 16: Running a Global Company

Brand Identity in a Global Economy Creating Positioning for Global Brands The Key Concept: Make Your Story Meaningful

Part IV: Using Your Business to Create a Better World

Chapter 17: Marketing As Social Change, and Social Change As Marketing

Sustainability is Not Enough Barbara Waugh, Corporate Revolutionary Case Study: Save The Mountain Convince on Climate Change with Nonenvironmental Arguments

Chapter 18: Community-Focused and Charity/Social Change Marketing

Beyond Cause Marketing to Building a Business Around Social Change How Ben & Jerry’s Uses Social Good to Compete Common Good Corporations More Cause Marketing

Chapter 19: Taking the Concept Beyond Marketing: Abundance and Sustainability in Business and in Society

A Recap of Our Core Principles Where We Are Right Now What Could a Regenerative, Thriving Future Look Like? Making It Happen A Plan to Jumpstart the Renewable Economy Worldwide How to Influence Public Officials on Environmental Issues Transition Towns: Because we Can’t Wait for Governments to Act B Corp: A Movement Around Business Social Responsibility

Chapter 20: Exponential Thinking from Three Practical Visionaries

Amory Lovins: Reinventing Human Enterprise for Sustainability John Todd: “Waste Streams” into “Fish Food” Janine Benyus: Mother Nature, Chief Engineer Profit By Thinking Like Lovins, Todd, and Benyus

Chapter 21: Profit by Helping the World

Holistic, Systemic Thinking One Product, Multiple Benefits Simple Elegance Squaring and Cubing the Pareto Principle

Chapter 22: Impossble is a Dare: Business For a Better World

We Already Know How to Fix the World What Kind of Role Can Government Play? A New Bill of Rights for the Planet and its Inhabitants Centuries of Wisdom From Others The Gift of Giving: Why I Have Been Called to Serve: The Story of an Unstoppable Woman! by Cynthia Kersey Hunger and Democracy…Huh? by Frances Moore Lappé Until You Take Action, You Have No Impact—Do the Math by Ken McArthur Businesses with Soul: 11 Evolved Enterprise™ Impact Business Models by Yanik Silver

Resources

More Help From Guerrilla Marketing and from Shel Horowitz Websites Books and Other Outside Resources

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