Marketing That Matters
10 Practices to Profit Your Business and Change the World
by Chip Conley and Eric Friedenwald-Fishman

“Marketing” is not a dirty word or a last resort—it is key to advancing the mission of any socially responsible business. In this book, award-winning marketers Chip Conley and Eric Friedenwald-Fishman offer ten principles any business can use to engage new customers and strengthen relationships with current customers. For overworked entrepreneurs who want to match their mission with their values but lack the time or the training to develop a strategy from scratch, this field manual provides practical steps for incorporating marketing as a core element of the business, and for ensuring that marketing always reflects and reinforces what the business stands for. Full of inspiring stories, key concepts, and tested advice, this book shows how to sell what you do without selling your soul.