People do matter. This book shows you how to be a successful marketer while acting ethically. It's about the idea that you don't have to be crooked or mean-spirited to succeed in business. It's about the idea that the success strategies of a business formed in an attitude of abundance and grounded in ethics and cooperation are powerful and long-lasting. They also help you feel good about yourself even while bringing in profits.
Your parents and teachers probably taught you to treat others the way you want to be treated, play fair, and cooperate. This book is about the idea that you can use those principles as a cornerstone of your business and that you can design marketing that not only follows this precept but harnesses its incredible power to bring success and abundance into your life.
Too many businesses see marketing as a weapon of war. They think that to succeed they have to climb over their competitors, fool their customers, and herd their employees into constricted conformity. We think that's just plain wrong.
Marketing is a series of partnerships—of courtships, really. Businesses that succeed with this model understand that they have to woo their customers, just as a suitor woos for the chance to marry. And just as a successful marriage is built on years of mutual communication and meeting each other's needs, successful marketing looks for a deep and long-lasting relationship based on meeting the needs and wants of everyone involved. That means ...