TABLE OF CONTENTS

Letter from the Editor of the Social Venture Network Series

Acknowledgments

Introduction: Why Marketing Matters

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 Is Your Definition of Success?
Practice 3: Define Your Goals

Chapter 4: Know Your Audience
Practice 4: Be Aggressively 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 and 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 and Transparent

Chapter 10: Use the Power of Your Voice to Change the World
Practice 10: Leverage Marketing for Social Impact

Epilogue

Notes
Index
About Social Venture Network
About the Authors