No-Harm Marketing Ethics: How to Attract Customers and Sell So You Still Like Yourself in the Morning
No-Harm Marketing Ethics: How to Attract Customers and Sell So You Still Like Yourself in the Morning

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How to Market With Respect for Others, the Planet and YourselfIs marketing evil? Does marketing necessarily produce an over-consuming society where people are brutish and nasty to one another?No. Find out how you can attract clients and customers without harming others, the planet or your own self-respect.This concise ebook by veteran marketer Marcia Yudkin offers 12 guidelines for ethical marketing, abundant examples of common practices to avoid, and a checklist of eight questions to help you determine the moral course of action.Should you aim for as many buyers as you can, no matter what?Why is responsible packaging important?What should you do with respect to buyer's remorse?Fear, greed and shame sell! Yes, but...Should we view marketing as "a numbers game"?Is it still possible (and wise) to respect customer privacy?Do you know the many faces of deception in marketing?How can we respect shoppers' diversity?What's the relationship between authentic marketing and ethics?No-Harm Marketing Ethics addresses the above issues with challenging real-life examples and commentary. Use the list of questions it ends with to guide ethical decision making in a world with many questionable shades of gray."I've always admired Marcia Yudkin for her authenticity, willingness to buck the trends and stand up for integrity and highlighting the introvert's perspective that too many marketers ignore. In this brief ebook, she describes 12 no-harm marketing principles, which include discouraging buyers whose needs won't be met by the product, rejecting manipulative practices and sneaky return-discouraging tricks, marketing through positive benefit rather than fear or other negative emotions--and building personal customer/client relationships based on mutual trust. And of course, being scrupulously honest in your copy and all your client interactions. She ends with a simple but brilliant 8-point checklist: if you can answer yes to the first four questions and no to the last four, chances are you're good to go. All in all, reading time well spent." - Shel Horowitz, primary author of Guerrilla Marketing to Heal the World and a long-time advocate of success through business ethics"Marketing and Ethics are usually two words it's hard to find in the same sentence. And when you stumble upon them in a title of a book, that means that the author is both very brave and very, very expert. No-Harm Marketing Ethics from Marcia should be a compulsory textbook in every marketing course around the world. There's so much to learn, to think about and to reflect on in it." - Giorgio La Rocca, Senior Copywriter at BTS adv. Turin, Italy

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  • Released: February 24, 2020
  • Author: Marcia Yudkin
  • Rating: 4,6
  • Publisher: Ebook Digital Agent
  • Total Page: 250 pages
  • File Size: 20000 KB
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