Jay Conrad Levinson created the Guerrilla Marketing brand in 1984, after an advertising career including such iconic campaigns as the Energizer Bunny, United¿s Friendly Skies, and even the Marlboro Man. His 60+ books have sold more than 20 million copies. Award-winning author of nine previous books including the long-running category bestseller "Guerrilla Marketing Goes Green", Shel Horowitz helps green and socially conscious businesses profit by going greener and by addressing hunger, poverty, war, and catastrophic climate change. His consulting, writing, and speaking practice has spread to six continents so far. Shel has braided together careers as both an activist and a marketer since the 1970s; he¿s especially proud of starting a successful movement to save the Mount Holyoke Range in Massachusetts.
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
PART II: THE NEW GREEN, SOCIALLY CONSCIOUS MARKETING MINDSET
Chapter 4: The New Marketing Matrix
Chapter 5: Abundance versus Scarcity
Chapter 6: Build Powerful Alliances With Competitors, Too
Chapter 7: Why the Abundance Paradigm Eliminates the Need to Worry about
Market Share
Chapter 8: Exceptions: Are There Zero-Sum, Win-Lose Situations?
PART III: GREEN BUSINESS, GREEN MARKETING
Chapter 9: Becoming a Green Company
Chapter 10: Marketing Green
Chapter 11: Making Green Sexy Across All Demographics and Industries
Chapter 12: Language, Greenwashing, and Truth
Chapter 13: Three Kinds Of Customers: Are You Reaching Them All?
PART IV: GETTING NOTICED IN THE NOISE AND CLUTTER: HANDS-ON WITH
COOPERATIVE, PEOPLE-CENTERED MARKETING
Chapter 14: Advanced Copywriting
Chapter 15: Give the People What They Want
Chapter 16: Running a Global Company
PART V: USING YOUR BUSINESS TO CREATE A BETTER WORLD
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: Exponential Thinking from Three Practical Visionaries
Chapter 21: Profit by Helping the World
Chapter 22: Impossible is a Dare: Business For a Better World
