Creative Director/President Eric Friedenwald-Fishman co-authored Marketing That Matters: 10 practices to profit your business and change the world with Chip Conley, founder and CEO of Joie de Vivre Hospitality.Marketing That Matters presents a contemporary approach to strategic marketing that helps change the world. Berrett-Koehler Publishers officially released the book in Fall 2006. For additional information about this book, please visit SVN Books. The book is available from Amazon.com and Powells.com or click here to purchase it now.

Chapter 1: Don't Fear Marketing
Practice 1: Use Marketing as a Core Business Strategy

Chapter 2: Know Yourself
Practice 2: Build Upon Your Mission

Chapter 3: What's Your Definition of Success?
Practice 3: Define Your Goals

Chapter 4: Know Your Audience
Practice 4: Be Aggresively Customer-Centered

Chapter 5: Question Conventional Wisdom
Practice 5: Don't Limit Your Market

Chapter 6: What's Driving the Customer Decision?
Practice 6: Communicate Value & Values

Chapter 7: Emotion Trumps Data
Practice 7: Connect with the Heart First, Mind Second

Chapter 8: Build a Community
Practice 8: Empower People as Messengers

Chapter 9: Walk the Talk
Practice 9: Be Authentic & Transparent

Chapter 10: Use Your Platform to Change the World
Practice 10: Leverage Marketing for Social Impact

 

 

Praise for Marketing That Matters

"It's a good primer on marketing for anyone building a brand from scratch, particularly if you want to run a business that emphasizes social responsibility. It covers everything from mission statements, target audiences, developing communications strategies, and yes, developing a relationship with the customer."

– AdPulp, "Marketing That Matters--Advertising 101 For The Green Crowd," November 25, 2007

 

 

“If you’re a socially or environmentally responsible business owner/manager, you must read ‘Marketing That Matters.’ It will first convince you that marketing is essential to your business success, and then it offers 10 chapters discussing effective strategies and how you can implement them.”

– Sustainable Industries, December 2006

“A quick read that is laced with penetrating clarity and marketing insights relevant to both large and small companies alike.  Carve out a place for this book that is within arm’s reach. Marketing That Matters will help you get your message across, forge a stronger, more intimate relationship with your target customer, and avoid the pitfalls and general mistrust of traditional and shallow ‘caused-based marketing.’”

– Steve Smith, Founder of TAZO TEA


“This book is just as valuable to the exec in a big mainstream company as it is to the entrepreneur with a green start-up.  I read it in one sitting, and learned things I'm using a day later! Chip and Eric do a phenomenal job of showing how 'marketing that matters' surpasses traditional marketing, and benefits both the company and the community.”

– Barbara Waugh, Director, University Relations Worldwide, Hewlett-Packard, and Author, The Soul in the Computer: The Story of a Corporate Revolutionary


"Just as non-profit organizations have come to realize the importance of marketing strategies and techniques in fulfilling their mission, commercial enterprises are learning that the success of the business depends on serving real human needs and aspirations.  I've not come across a book that does a better job of demonstrating this imperative -- in clear and practical and implementable terms -- than does Marketing That Matters.  Nor among all of the marketing and branding experts I have known through my global responsibilities, have I met a more thoughtful, capable and committed strategist than Eric Friedenwald-Fishman."

– John F. Zweig, Chairman, WPP Group 


“Eric has proven himself as a leading creative, strategic and results-driven entrepreneur and "social marketer".  I celebrate the ease with which Marketing That Matters conveys practical yet inspirational strategies for incorporating key marketing and business strategies into a combination of mission and economically based results.”

– Reginald Stanley, Chief Marketing Officer, Calvert


"Chip Conley doesn't just write about this stuff. He lives it."

– Seth Godin, Author (All Marketers Are Liars), Speaker and Entrepreneur


“Eric is one of the leading thinkers in the world on marketing strategies that lead to change. We use his thinking widely with our clients and without exception, when they see the logic, their eyes widen and they smile as if a light has been shone on an old friend. Marketing That Matters shows how authentic marketing is helping change the world. It is a practical guide that will have business people scribbling notes as they read on the actions they can take to improve their business.”

– John Drummond, CEO, Corporate Culture