Collects the insights of a group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. This book aims to set an agenda for a generation of marketing principles. It seeks to understand and explain how and why marketing has veered off course in order to steer it back in the right direction.
Why conscious capitalism? -- Starting the journey -- Part one. Higher purpose: Introduction to organizational purpose -- Discovering your purpose -- Articulating your purpose -- Enculturating your purpose -- Part two. Stakeholder integration: The stakeholder model -- Becoming stakeholder oriented -- Identifying your stakeholders and mapping their needs -- Embedding a stakeholder orientation -- Part three. Culture: Introduction to conscious culture -- Building a conscious culture - the conscious culture playbook -- Evolving and deepening your culture -- Part four. Conscious leadership: Introduction to conscious leadership -- Conscious leaders are selfless -- Becoming more conscious -- Organizational approach to conscious leadership -- Part five. Implementation: Setting organizational priorities -- Mobilizing the organization for the journey -- Epilogue: A letter to the CEO
Focusing on customer perspective, this book introduces a strategic framework called the "4A's": Acceptability, Affordability, Accessibility, and Awareness. It emphasizes the importance of viewing business actions through the eyes of customers, who take on roles as seekers, selectors, payers, and users. To ensure the success of marketing campaigns, the authors argue that businesses must excel in all four areas by integrating both marketing and non-marketing resources effectively.
The bestselling book, now with a new preface by the authors At once a bold defense and reimagining of capitalism and a blueprint for a new system for doing business, Conscious Capitalism is for anyone hoping to build a more cooperative, humane, and positive future. Whole Foods Market cofounder John Mackey and professor and Conscious Capitalism, Inc. cofounder Raj Sisodia argue that both business and capitalism are inherently good, and they use some of today’s best-known and most successful companies to illustrate their point. From Southwest Airlines, UPS, and Tata to Costco, Panera, Google, the Container Store, and Amazon, today’s organizations are creating value for all stakeholders—including customers, employees, suppliers, investors, society, and the environment. Read this book and you’ll better understand how four specific tenets—higher purpose, stakeholder integration, conscious leadership, and conscious culture and management—can help build strong businesses, move capitalism closer to its highest potential, and foster a more positive environment for all of us.