Marketing That Matters: 10 Practices to Profit Your Business and Change the World

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Award-winning marketers Chip Conley and Eric Friedenwald-Fishman prove that 'marketing' is not a dirty word it is key to advancing both the value and values of any businessThey offer a thorough and practical guide to selling what you do, without selling-out who you are. Key featuresMore and more MBAs are pursuing businesses that fuse personal values with profitability, yet, the ideas of ethics and marketing still often appear as mutually exclusive concepts. Conley and Friedenwald-Fishman show how this common misnomer can be overcome, allowing for the creation of marketing that embodies personal values rather than exploits themThrough a reader-friendly 10-key-principles format, Marketing That Matters offers tried-and-tested practical guidance and examples in a condensed format. This user-friendly guide facilitates immediate, real-world implementation, and is written for the most rapidly expanding demographic in the business world: entrepreneurs.