eBook PDF Download Digital Library
Author: Tim Moore
Publisher:
Published: 2019-06-13
Total Pages: 184
ISBN-13: 9780578472171
DOWNLOAD EBOOK →Sold On Purpose is a comprehensive guide on how brands can use their unique purpose story to communicate what they believe in and market their higher purpose in the world. You will learn how to craft stories that really matter and create a meaningful unique brand narrative that tells not just what you do, but why you do it.
Author: Michelle Carvill
Publisher: Bloomsbury Publishing
Published: 2021-01-21
Total Pages: 321
ISBN-13: 1472979125
DOWNLOAD EBOOK →Shortlisted for the Business Book Awards 2022 In the modern age of authenticity and transparency, consumers are no longer content with brands that are dismissive of, or even apathetic to, sustainability. Brands are now expected to convey understanding and concern when it comes to matters such as climate change, carbon footprints and employee welfare. Most importantly of all, they must be genuinely committed to these standpoints – remaining consistent and proactive in their principles. With the rise of more conscious consumers and the belief-driven buyer, organizations ignore sustainability and the spirit of 'doing good' at their own peril. From three marketing experts with decades of experience between them, Sustainable Marketing delivers the new benchmark for modern marketing. This book clarifies the importance of the sustainable approach before providing a comprehensive guide to implementing, driving and maintaining these practices in any organization. A must-read for any business leader or marketing executive, this is a unique and fascinating blend of academic research and practical case studies that will kick-start and inspire sustainable initiatives.
Author: Afdhel Aziz
Publisher: Simon and Schuster
Published: 2016-10-25
Total Pages: 304
ISBN-13: 1682450473
DOWNLOAD EBOOK →“We are at a crossroads: either we can try to prop up the old, broken marketing model, or we can create a new model, one that is fit for the unique challenges of today.” —From Good Is the New Cool Marketing has an image problem. Media-savvy millennials, and their younger Gen Z counterparts, no longer trust advertising, and they demand increased social responsibility from their brands—while still insisting on cutting-edge products with on-trend design. As always, brands need to be cool—but now they need to be good, too. It’s a tall order, and with new technology empowering consumers to bypass advertisements altogether, it won’t be long before the old, advertising-based marketing model goes the way of the major label. If only there was a new model, one that allowed companies to address environmental, civic, and economic issues in a way that grew their brand and business, while giving back to society, and re-branding branding as a powerful force for good. Enter Good is The New Cool, a bold new manifesto from marketing experts Afdhel Aziz and Bobby Jones. In provocative, whip-smart, and streetwise style, they take aim at conventional marketing, posing the questions few have had the vision and courage to ask: If the system is broken, how can we fix it? Rather than sinking money into advertising, why not create a new model, in which great marketing optimizes life? With seven revolutionary new principles—from “Treat People as Citizens, Not Consumers,” to “Lead with the Cool”—and insights and interviews from a new generation of marketers, social entrepreneurs, and leaders of such brands as Zappos, Citibank, The Honest Company, as well as the culture creators working with artists like Lady Gaga, Pharrell, and Justin Bieber, this rule-breaking book is the new business model for the twenty-first century, and a call to action for anyone committed to building a better tomorrow. This visionary book won’t just change your business—it will change the world.
Author: Jocelyne Daw
Publisher: John Wiley & Sons
Published: 2006-06-26
Total Pages: 314
ISBN-13: 0471927805
DOWNLOAD EBOOK →This book captures the exciting potential for business and nonprofits to partner for mutual benefit and discovery. Cause marketing aligns nonprofits and businesses to combine the power of their individual brands with a company's marketing might to achieve social and shareholder value while communicating their values. Cause Marketing for Nonprofits changes the way nonprofits view and execute cause marketing programs. It provides a wealth of hands-on, practical experience that can benefit any nonprofit organization interested in this innovative and growing form of generating revenue, building profile and achieving mission. No nonprofit can afford to ignore the contents of this important new book, the first designed specifically for the sector.
Author: Larry Weber
Publisher: John Wiley & Sons
Published: 2019-01-04
Total Pages: 141
ISBN-13: 1119513774
DOWNLOAD EBOOK →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 Discover how to engage audiences with a transparent, authentic marketing approach that forges powerful connections and builds trust. With a world of options at their fingertips, today’s purpose-driven customers want a brand they can identify with and trust. Authentic Marketing shows you how to make your brand more human, more likeable, more genuine and guides you on how to connect with audiences on a moral level. This process will build a new level of engagement that will benefit both your long-term value and the world.
Author: Chris Hogan
Publisher:
Published: 2021-07-07
Total Pages: 218
ISBN-13: 9781781336021
DOWNLOAD EBOOK →Purpose is the foundation for organisations that last - what's yours? Profit alone won't safeguard your business from failure. To be successful long-term, you need to make an emotional connection with both your team and your customers. The best way to do this is by discovering, defining and consistently communicating your purpose. Building Brands on Purpose uses the proven PROACTIVE framework to show you how to develop your marketing strategy, plan campaigns and give structure to your marketing execution. This allows you to build a brand that your consumers and team will respect and love. Read this book to: - Understand why your personal and brand values are paramount to your organisation's culture, content, customers and crew - Ensure your marketing is in line with your purpose and values - Utilise templates for your marketing strategy creation and marketing campaign planning - Learn how to create marketing assets instead of liabilities - Operate your business with the power and purpose of one
Author: Jim Stengel
Publisher: Crown Currency
Published: 2011-12-27
Total Pages: 338
ISBN-13: 0307720373
DOWNLOAD EBOOK →Ten years of research uncover the secret source of growth and profit … Those who center their business on improving people’s lives have a growth rate triple that of competitors and outperform the market by a huge margin. They dominate their categories, create new categories and maximize profit in the long term. Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world's 50 best businesses—as diverse as Method, Red Bull, Lindt, Petrobras, Samsung, Discovery Communications, Visa, Zappos, and Innocent—have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes. In fact, over the 2000s an investment in these companies—“The Stengel 50”—would have been 400 percent more profitable than an investment in the S&P 500. Grow is based on unprecedented empirical research, inspired (when Stengel was Global Marketing Officer of Procter & Gamble) by a study of companies growing faster than P&G. After leaving P&G in 2008, Stengel designed a new study, in collaboration with global research firm Millward Brown Optimor. This study tracked the connection over a ten year period between financial performance and customer engagement, loyalty and advocacy. Then, in a further investigation of what goes on in the “black box” of the consumer’s mind, Stengel and his team tapped into neuroscience research to look at customer engagement and measure subconscious attitudes to determine whether the top businesses in the Stengel Study were more associated with higher ideals than were others. Grow thus deftly blends timeless truths about human behavior and values into an action framework – how you discover, build, communicate, deliver and evaluate your ideal. Through colorful stories drawn from his fascinating personal experiences and “deep dives” that bring out the true reasons for such successes as the Pampers, HP, Discovery Channel, Jack Daniels and Zappos, Grow unlocks the code for twenty-first century business success.
Author: Scott Goodson
Publisher: Kogan Page
Published: 2021-03-30
Total Pages: 248
ISBN-13: 9781789668247
DOWNLOAD EBOOK →Tap into the rise of the conscious consumer. Activate your brand's purpose and turn it into meaningful action, to show your customers what you truly stand for.
Author: Scott Goodson
Publisher: Kogan Page Publishers
Published: 2021-03-03
Total Pages: 257
ISBN-13: 1789668255
DOWNLOAD EBOOK →SHORTLISTED: Business Book Awards 2022 - International Business Book category CATEGORY SILVER WINNER: Axiom Awards 2022 - Business Commentary Category The greatest challenge facing leaders is activating and actioning purpose based brands to the people who matter inside the company and out. Recent statistics prove that more than 87% of consumers would purchase a product because a company advocated for an issue they cared about, and more than two-thirds would refuse to do so if the company supported an issue contrary to their beliefs. We live in an age of activism - the conscious consumer is more socially aware than ever before, and this is reflected in their buying habits. Yet, activism on behalf of brands is lagging. While many claim to be 'purpose driven', far too often this purpose is relegated to a plaque above the CEO's desk, and never goes any further. Or, worse, the 'purpose' is transparently used as a marketing ploy, but never acted upon in any real way. Activate Brand Purpose shows readers how to transform their brand's purpose into meaningful action by sparking a company wide cultural movement, beginning internally and permeating externally. Regardless of whether your purpose is lofty and socially conscious, or all business, focus on galvanizing people, and they will respond if you can prove that you care about that purpose, and that you're working to realize it, rather than simply chasing the next dollar. This book contains a clearly explained, proven framework that will make this happen.
Author: El-Gohary, Hatem
Publisher: IGI Global
Published: 2021-06-25
Total Pages: 471
ISBN-13: 1799871940
DOWNLOAD EBOOK →The business world today is changing enormously due to many factors that affect every element of the business cycle worldwide. From globalization to recession, in addition to other environmental forces, companies today face numerous challenges that have a great impact on business. Among the factors that are affecting the current way business is conducted are the emergence of marketing tools including the internet, internet of things (IoT), virtual reality, mobile applications, social media, electronic word of mouth (eWoM), artificial intelligence, digital marketing, and more that have a great impact not only on customers but also on companies. It is imperative for businesses to embrace the utilization of these tools in order to expand their customer base and provide unique, successful consumer experiences. The Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing provides comprehensive coverage of current global marketing trends related to the use of technology. The book links the industry with academia by providing useful insights on how to improve businesses’ ability to create and customize customer value and loyalty. Covering topics including e-commerce, mobile marketing, website development, and phygital customer experiences, this book is essential for marketers, brand managers, advertisers, IT consultants and specialists, customer relations officers, managers, practitioners, business owners, marketing and business associations, students, researchers, and academicians interested in incorporating the latest technologies and marketing strategies into their businesses and studies.
