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　　分類: 图书,管理,市场/营销,市场营销,

作者： Katya Andresen著

出 版 社： John Wiley & Sons

出版时间： 2006-12-1字数：版次： 1页数： 269印刷时间： 2006/12/01开本：印次：纸张： 胶版纸I S B N ： 9780787981488包装： 精装编辑推荐

作者简介：

Katya Andresen is vice president of marketing at Network for Good, the Internet's leading charitable giving site. She developed the Robin Hood rules in working with dozens of local, national, and international causes in the United States, Eastern Europe, and Africa. Andresen traces her passion for helping good causes to the enormous need she witnessed overseas in her previous work as a foreign correspondent.

内容简介

Katya Andresen, a veteran marketer and nonprofit professional, demystifies winning marketing campaigns by reducing them to ten essential rules and provides entertaining examples and simple steps for applying the rules ethically and effectively to good causes of all kinds. The Robin Hood rules steal from the winning formulas for selling socks, cigarettes, and even mattresses, with good advice for appealing to your audiences’ values, not your own; developing a strong, competitive stance; and injecting into every message four key elements that compel people to take notice. Andresen, who is also a former journalist, also reveals the best route to courting her former colleagues in the media and getting your message into their reporting.

目录

Foreword by Kate Roberts

Acknowledgments

Introduction: Lost in Sherwood Forest

Facing the Fact That Marketing Is a Must

1.The Heart of Robin Hood Marketing

Focus on Getting People to Do Something Specific

2.Robin Hood Reconnaissance.

Appeal to Your Audiences’ Values, Not Your Own

3.The Village Square

React to the Forces at Work in the Marketplace

4.All for One and One for All—We Wish

Stake a Strong Competitive Position

5.Building a Merry Band

Partner Around Mutual Benefits

6.The Heart of the Good Archer’s Arrow

Put the Case First and the Cause Second

7.Sharpening the Arrow’s Point

The Four Things Your Message Must Do

8.Aiming for Hearts and Minds

Take Your Message to Where Your Audiences Are

9.Robin Hood Media Savvy

Approach the Media as a Target Market

10.Letting Your Arrow Fly

Execute Campaigns and Assess Their Worth

Notes

The Author

 

 

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