Authentic Marketing: How to Capture Hearts and Minds Through the Power of Purpose pdf

Larry Weber is chairman of W2 Group, a digital ecosystem of marketing services companies that build brands, deepen customer and partner relationships and drive demand for products and services.  W2 Group companies, including Digital Influence Group and Racepoint Group, are leaders in social media marketing and communications in both paid and unpaid media.  In 1987 Weber founded The Weber Group, which within a decade became the world’s largest technology public relations firm.  The Interpublic Group of Companies purchased the Weber Group in late 1996, and in early 2000, Weber was named chairman and CEO of Interpublic’s Advanced Marketing Services Group.  Weber is the co-founder and chairman of the Massachusetts Innovation and Technology Exchange (MITX), the world’s largest interactive advocacy organization, and a member of the Executive Committee of the U.S. Council on Competitiveness.  Weber’s fourth book, Everywhere: Comprehensive Digital Business Strategy for the Social Media Era, was published in March 2011.

Authentic Marketing: How to Capture Hearts and Minds Through the Power of Purpose pdf by Larry Weber

Authentic Marketingoffers a forward-thinking approach to achieving an entirely new level of engagement with today's purpose-driven and skeptical audiences. The heart of this process involves finding the soul of your organization. When moral purpose becomes central to your organization, it can deliver benefits to both the bottom line and mankind: a profit meets purpose proposition.
This path requires a reinvention of today's dated business model, abolishing the inefficient, siloed approach of developing a business strategy first and then later creating separate strategies for marketing, HR, manufacturing, R&D, etc. The new integrated model fuses a tight integration of business, technology innovation and engagement strategies, all of which are bound together by a company's moral purpose.
When moral purpose is central to an organization's core, everything branches out from a place of authenticity. Rather than a siloed CSR effort, you develop employee and customer relationships based on real--not curated--connections with a brand's moral mission. You build true engagement, trust and evangelism. And, along the way, your customers will actually help to co-create your brand.
This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet.