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Contents

Acknowledgments

If You’ve Already Read Principled Profit: Marketing That Puts People First

Introduction: Green Marketing Is a Mandate from Nature Jay Conrad Levinson

Preface: Tastes Great and Good for You Shel Horowitz

PART I THE WAY OF THE GOLDEN RULE

Chapter 1 Because People Matter

Chapter 2 Basic Concepts

The Road to Your Success: Providing Value to Others

Consumers Avoid Buying from—and Will Put Pressure On—Companies They Perceive to Be Unethical

Consumers Prefer to Buy from Companies That Support Their Social Agenda

Investors Have Shifted 13 Percent of All Investment Dollars into Socially Responsible Companies

Customers, Investors, and Workers Like This Approach

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 Corporate Social Responsibility: Strategic Giving

Not Just Corporate, but Personal Responsibility

Keys to Success…and Happiness

The Magic Triangle: Quality, Integrity, Honesty

Who Wins When You Market with Quality, Integrity, and Honesty?

How the Magic Triangle Positions You Better in a Tough Economy

Chapter 4 Marketing versus Adversarial Sales

Marketing Instead of Sales

But Wait—It Gets Worse

Chapter 5 Sales the Right Way

Three Wise Sales Strategies from the UMass Family Business Center—and One from Someone Else

When to Say No to a Sale

Chapter 6 Expand the Model Exponentially—by Making It Personal

John Kremer and Biological Marketing

Bob Burg and Winning without Intimidation

Networking That Works

PART II THE NEW MARKETING MINDSET

Chapter 7 The New Marketing Matrix

Pull Versus Push

Practical Pulls

Chapter 8 Abundance versus Scarcity

The Old Scarcity Paradigm

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