Guerrilla Marketing Goes Green: Winning StrategiesTo Improve Your Profits And Your Planet

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In true guerrilla marketing tradition, Guerrilla Marketing Goes Green presents unbeatable insurgent tactics for increasing your profits while improving your planet. This book provides both the theory and the practical roadmap. It presents good reasons why ethical businesses work better, and also offers solid marketing tools that these ethical business owners can harness in order to grow their businesses. For struggling businesses that haven't learned how to market themselves as ethical, environmentally friendly, active corporate citizens that their prospects want to do business with, it could be a lifeline. The book also discuss blogs, social networking websites (not just Facebook and MySpace, but several lesser-known ones, such as Plaxo), podcasts, and teleseminars.

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Jay Conrad Levinson is the author or coauthor of the more than twenty books in the Guerrilla Marketing series, with over 15 million sold. His ideas have influenced marketing so much that today his books appear in 47 languages and are required reading in many MBA programs worldwide. Jay taught guerrilla marketing for ten years at the extension division of the University of California in Berkley. He was a practitioner of it in the United States-- as Senior Vice-President at J. Walter Thompson, and in Europe, as Creative Director at Leo Burnett Advertising. Shel Horowitz is a speaker and marketing/publishing consultant who provides marketing strategy and copywriting focused on ethical, affordable, and effective approaches. His clients include authors, publishers, marketing and PR consultants, small businesses, and nonprofits in Europe, Asia, and North America. On the leading edge of on-line marketing, he began using e-mail as a marketing tool in 1994, set up his first website in 1996, and quickly developed a reputation internationally as a skilled copywriter and marketing strategist who knows how to stretch a marketing dollar. Table of Contents Foreword (Stephen M. R. Covey). Preface: Tastes Great and Good for You. Acknowledgments. If You've Already Read Principled Profit: Marketing That Puts People First. Introduction: Green Marketing Is a Mandate from Nature. PART I THE WAY OF THE GOLDEN RULE.   Chapter 1 Because People Matter.   Chapter 2 Basic Concepts.   Chapter 3 Advantages of Doing the Right Thing.   Chapter 4 Marketing versus Adversarial Sales.   Chapter 5 Sales the Right Way.   Chapter 6 Expand the Model Exponentially--by Making It Personal. PART II THE NEW MARKETING MINDSET.   Chapter 7 The New Marketing Matrix.   Chapter 8 Abundance versus Scarcity.   Chapter 9 Build Powerful Alliances--with Competitors, Too.   Chapter 10 How the Abundance Paradigm Eliminates the Need to Dominate a Market and Allows You to   Chapter 11 Exceptions: Are There Cases When Market Share Really Does Matter?   Chapter 12 Some Real Loyalty Programs from Big Companies.   Chapter 13 Marketing Green. PART III HANDS-ON WITH COOPERATIVE, PEOPLE-CENTERED MARKETING.   Chapter 14 Getting Noticed in the Noise and Clutter: A Brief Introduction to Effective Marketing Techniques.   Chapter 15 Practical Tools for Effective Marketing.   Chapter 16 Give the People What They Want.   Chapter 17 Marketing as Social Change, and Social Change as Marketing.   Chapter 18 Community-Focused and Charity/Social Change Marketing.   Chapter 19 Taking the Concept beyond Marketing: Abundance and Sustainability in Businesses and in Society.   Chapter 20 Abundance and Wealth Creation.   Chapter 21 Resources. Web Links. More Help from Jay and Shel. Notes. Index.