Robin Hood Marketing Stealing Corporate Savvy to Sell Just Causes

Name: Robin Hood Marketing Stealing Corporate Savvy to Sell Just Causes
Price: 3.81 USD
Availability: InStock
ISBN: 9780787981488

ISBN-10: 0787981486

ISBN-13: 9780787981488

Edition: 2006

Authors: Katya Andresen, Kate Roberts

List price: $27.00

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Description:

Katya Andresen, a veteran marketer and nonprofit professional, demystifies winning marketing campaigns by reducing them to ten essential rules and provides entertaining examples and simple steps for applying the rules ethically and effectively to good causes of all kinds. The Robin Hood rules steal from the winning formulas for selling socks, cigarettes, and even mattresses, with good advice for appealing to your audiences' values, not your own; developing a strong, competitive stance; and injecting into every message four key elements that compel people to take notice. Andresen, who is also a former journalist, also reveals the best route to courting her former colleagues in the media and…

Book details

List price: $27.00
Copyright year: 2006
Publisher: John Wiley & Sons, Incorporated
Publication date: 4/28/2006
Binding: Hardcover
Pages: 288
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.034
Language: English



Foreword



Acknowledgments


Introduction: Lost in Sherwood Forest: Facing the Fact That Marketing Is a Must



The Heart of Robin Hood Marketing: Focus on Getting People to Do Something Specific



Robin Hood Reconnaissance: Appeal to Your Audiences' Values, Not Your Own



The Village Square: React to the Forces at Work in the Marketplace



All for One and One for All-We Wish: Stake a Strong Competitive Position



Building a Merry Band: Partner Around Mutual Benefits



The Heart of the Good Archer's Arrow: Put the Case First and the Cause Second



Sharpening the Arrow's Point: The Four Things Your Message Must Do



Aiming for Hearts and Minds: Take Your Message to Where Your Audiences Are



Robin Hood Media Savvy: Approach the Media as a Target Market



Letting Your Arrow Fly: Execute Campaigns and Assess Their Worth


Notes


The Author