Authentic Marketing: How to Capture Hearts and Minds Through the Power of Purpose

Authentic Marketing: How to Capture Hearts and Minds Through the Power of Purpose

by Larry Weber


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Product Details

ISBN-13: 9781119513759
Publisher: Wiley
Publication date: 01/07/2019
Pages: 256
Product dimensions: 6.00(w) x 9.10(h) x 1.10(d)

About the Author

LARRY WEBER is a successful entre- preneur, thought leader, and author, who founded several global marketing companies. He is the founder, chairman, and CEO of Racepoint Global, an integrated marketing communications agency. He also founded Weber Shandwick, one of the world's leading global communications and marketing services firms; and the Massachusetts Innovation and Technology Exchange (MITX), the world's largest Internet marketing association.

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Table of Contents

Foreword ix

Acknowledgements xiii

Introduction xv

Part I Authentic Marketing and the Power of Purpose 1

Chapter 1 Profi t Meets Purpose: Find Your Company’s Soul 3

Chapter 2 The Era of Social Consciousness: Where Technology Meets Humanity 23

Chapter 3 A Better Strategy Model for a Better World 37

Part II Authentic Marketing: Key Components 61

Chapter 4 The Evolution of Marketing: Moving from Manipulation to Authenticity 63

Chapter 5 Search for Truths to Drive Constituency Mapping 77

Chapter 6 Humanize Your Brand 99

Chapter 7 Move beyond Storytelling to Storydoing 119

Chapter 8 Use Data-Telling to Anchor Objectives and Validate Progress 131

Chapter 9 Infuse Trusted Voices in Paid, Owned, and Earned Media 141

Part III Reinventing Good and the Energy of Your Company’s Soul 161

Chapter 10 Creating a Purpose-Driven Culture 163

Chapter 11 Measuring the Legitimacy and Managing the Value of Purpose 179

Chapter 12 Make a Plan 193

Chapter 13 Purpose Is Everything 207

About the Author 221

Index 223

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