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Part III: Shifting from theory to action
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Part III: Shifting from theory to action
by Carolyn Tate
Conscious Marketing: How to Create an Awesome Business with a New Approach to Marketing
About the author
Acknowledgements
Preface
The beehive and the bees
My story
About this book
Part I: The current state of marketing
Chapter 1: The problem with marketing
Marketing is broken
Marketing has been hijacked
Marketing for the short term
The price-war culture
The mass media minefield
The manipulative message
A short intervention
The gap between the marketing promise and the customer experience
The sick language of marketing
The illusion of choice
Planned obsolescence as a marketing tactic
When CSR becomes marketing fluff
The double-edged sword of technology
The great information marketing scam
Native advertising pervading the media
Chapter 2: The evolution of consciousness
Why consciousness is the key
The conscious being
The conscious consumer
Conscious Capitalism
The conscious business
The conscious leader
The conscious employee
The conscious community
Part II: The reinvention of marketing
Chapter 3: Introducing conscious marketing
Defending marketing
Defining conscious marketing
An introduction to the Cycle of Conscious Marketing
Chapter 4: Personal consciousness — an essential ingredient for conscious marketing
A dedication to learning
A reframe of the success paradigm
Chapter 5: Purpose (why) — the thing that keeps you keeping on
What is purpose anyway?
Why purpose is the glue
Is purpose the new black?
Vision and purpose — what's the difference?
How to find your purpose
Digging deep on purpose
Some great purpose statements
How to know if you're ‘on purpose'
Why is purpose at the heart of conscious marketing?
Chapter 6: Product (what) — those things you offer that improve lives
A useful tool to get you started
The products and services you offer
How do you know if people want it?
Who do you serve?
So what do they need?
The price you pay
From demand to delivery
The customer experience
Chapter 7: People and planet (who) — the partners in your business community
The planet and the environment
The community
The supplier
The alliances
The customer
The employees (and volunteers)
The industry and competition
The shareholders
The ones you love (family and friends)
So who are your stakeholders and what can you do now?
Chapter 8: Promotion — how you spread the word
Brand love takes time
Avoid bright shiny object (BSO) syndrome
Turn your attention inward
50 per cent offline, 50 per cent online
Do less. Do it well. Do it again.
Activate your tribe first
Share your story
Adopt a cause-leadership position
The giving culture
Sell one, give one
Produce content that matters
Do some planning
The Conscious Marketing Cycle — it keeps on keeping on
Part III: Shifting from theory to action
Chapter 9: The conscious marketing shift — 10 solid principles to adopt
1. From profit-driven to purpose-driven
2. From company-centric to customer-centric
3. From price-driven to value-driven
4. From masculine to feminine
5. From competitive to collaborative
6. From interruption to attraction
7. From complex to simple
8. From unintelligent to intelligent
9. From duplicity to honesty
10. From fear to love
Chapter 10: Your conscious marketing action plan
Things you can do to take action now
Task: Option 1 (to be done individually or as a team)
Task: Option 2 (to be done with your team)
Conclusion
Afterword by billy stafford
The conscious marketing manifesto
Useful resources for conscious business owners
Index
Advert
EULA
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Chapter 8: Promotion — how you spread the word
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Chapter 9: The conscious marketing shift — 10 solid principles to adopt
PART III
Shifting from theory to action
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