Conscious Marketing teaches you how to bring a higher purpose to marketing your business that can benefit customers, employees, investors, suppliers and the community. Through innovative principles and in–depth case studies, this book shows you how to turn your business into a movement that people will want to join.
With over 20 years of experience in marketing and business, author Carolyn Tate presents a model that will show you how to:
- define your company′s purpose as the central force for all your marketing activities
- build a community that is truly inspired to help you grow your business
- create compelling products and services that your customers will want to buy
- make your promotional activities less costly and more effective.
Drawing on the values of the ′slow′ and ′conscious′ business movements, Conscious Marketing will help you build a business that can grow your bottom line and serve the community.
Part I: The current state of marketing 1
1 The problem with marketing 3
2 The evolution of consciousness 29
Part II: The reinvention of marketing 49
3 Introducing conscious marketing 51
4 Personal consciousness an essential ingredient for conscious marketing 59
5 Purpose (why) the thing that keeps you keeping on 69
6 Product (what) those things you offer that improve lives 87
7 People and planet (who) the partners in your business community 101
8 Promotion how you spread the word 121
Part III: Shifting from theory to action 145
9 The conscious marketing shift 10 solid principles to adopt 147
10 Your conscious marketing action plan 167
Afterword by Billy Stafford 177
The Conscious Marketing Manifesto 179
Useful resources for conscious business owners 183
CAROLYN TATE is a speaker and educator and the founder of The Slow School of Business, a school dedicated to helping companies build purpose–driven and prosperous businesses that make the world a better place. Carolyn is also the author of Small Business Big Brand, Marketing Your Small Business For Dummies and Unstuck in Provence. Visit slowschool.com.au or carolyntate.co.