Authentic Marketing by Larry Weber

Authentic Marketing by Larry Weber

Engage on a deeper level by disrupting the typical business development script Authentic Marketing offers a forward-thinking approach to achieving an entirely new level of engagement with today’s purpose-driven and skeptical audiences. The heart of this process involves finding the soul of your organization. When moral purpose becomes central to your organization, it can deliver benefits to both the bottom line and mankind: a profit meets purpose proposition. This path requires a reinvention of today’s dated business model, abolishing the inefficient, siloed approach of developing a business strategy first and then later creating separate strategies for marketing, HR, manufacturing, R&D, etc. The new integrated model fuses a tight integration of business, technology innovation and engagement strategies, all of which are bound together by a company’s moral purpose. When moral purpose is central to an organization’s core, everything branches out from a place of authenticity. Rather than a siloed CSR effort, you develop employee and customer relationships based on real—not curated—connections with a brand’s moral mission. You build true engagement, trust and evangelism. And, along the way, your customers will actually help to co-create your brand. This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet. Embrace a new model that integrates business, technology innovation, and engagement strategies with moral purpose as the glue that binds them together Learn the key steps to find your moral purpose Discover how to engage audiences with a transparent, authentic marketing approach that forges powerful connections and builds trust. With a world of options at their fingertips, today’s purpose-driven customers want a brand they can identify with and trust. Authentic Marketing shows you how to make your brand more human, more likeable, more genuine and guides you on how to connect with audiences on a moral level. This process will build a new level of engagement that will benefit both your long-term value and the world.

Larry Weber has the perfect name for a lifelong spider and web watcher. He was a science teacher for more than 40 years and received the Minnesota Secondary Science Teacher of the Year and the National Biology Teacher Association's Middle School Life Science Teacher of the Year awards. He has a weekly radio phenology program, a phenology column for a local newspaper and is one of the founders of the Minnesota Phenology Network. Larry taught University for Seniors for several years and also teaches many Minnesota Master Naturalist courses. He is also the author of Butterflies of the North Woods, Spiders of the North Woods, Fascinating Fungi of the North Woods, Backyard Almanac, Webwood: Seasons of Life in the North Woods, and Minnesota Phenology. Larry lives on an old farmstead in Carlton County, Minnesota, where daily walks keep him in tune with the phenology of our northern flora and fauna.

SKU	Unavailable
ISBN 13	9781119513759
ISBN 10	1119513758
Title	Authentic Marketing
Author	Larry Weber
Condition	Unavailable
Binding Type	Hardback
Publisher	Wiley
Year published	2019-02-12
Number of pages	256
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note	Unavailable