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Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet by Shel Horowitz, Jay Conrad Levinson

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Chapter 2. Basic Concepts

THE ROAD TO YOUR SUCCESS: PROVIDING VALUE TO OTHERS

In the business world, we hear a lot about cutthroat competition and gaining advantage over the enemy. In some circles, it seems to be a game to see how best to cheat customers.

These are the concepts of win–lose marketing, and we believe this kind of thinking is a dinosaur. It will not survive.

This book is about Marketing That Puts People First. Most of the time, everyone can win—nobody has to lose. Not only can you succeed in business by doing the right thing with every person and business that interacts with you, but often it's the only way to succeed.

Don't take our word for it. Listen to some experts.

Consumers Avoid Buying from—and Will Put Pressure on—Companies They Perceive to Be Unethical

Long before the current awareness around issues like climate change and fair trade, a study commissioned in 1998 by the UK-based Cooperative Wholesale Services found that 60 percent of retail food customers, even in the absence of an organized boycott, avoided a shop or product they associated with unethical behavior. A 1999 survey of consumers in 23 countries by Environics International, in cooperation with The Prince of Wales Business Leaders Forum and The Conference Board, found that 40 percent of consumers had considered punishing a company based on its social actions, and nearly 20 percent had actually avoided a company's products because of its social actions.[3]

Well beyond the impact of individuals acting alone, ...

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