You may find this chapter a bit off-topic—but to us, it's the most important chapter in the book. Bear with us and read it through, even if you think it doesn't pertain to you. In this chapter you will find some of the most powerful business examples in the entire book.
This is where you may find yourself ready and willing to make an enormous difference in the larger society. By the time you've read this chapter, we hope we will have motivated you to do something to bring these ideas out of the marketing realm and into the world at large.
It's probably worth an entire book, and one of us may write that book sometime down the road—or maybe you will.
Time for a quick review: let's remind ourselves of some of the most important principles in this book, all in one place.
Green, ethical marketing—based not only on sustainability but also on quality, integrity, and honesty—not only feels better, but works better.
The more people who have a vested interest in your success, the more likely that success will come. Thus, marketing that benefits your customers, employees, suppliers, distribution/retail channels, and even competitors is a key to that success.
Cooperation is an extremely effective strategy.
In the abundance paradigm, there's plenty to go around. And in the vast majority of cases, that means market share is irrelevant.
When you've set up the right marketing ...