Katya Andresen， a veteran marketer and nonprofit professional， demystifies winning marketing campaigns by reducing them to ten essential rules and provides entertaining examples and simple steps for applying the rules ethically and effectively to good causes of all kinds. The Robin Hood rules steal from the winning formulas for selling socks， cigarettes， and even mattresses， with good advice for appealing to your audiences’ values， not your own; developing a strong， competitive stance; and injecting into every message four key elements that compel people to take notice. Andresen， who is also a former journalist， also reveals the best route to courting her former colleagues in the media and getting your message into their reporting.
作者簡介
暫缺《羅賓遜營銷：竊取法人智力用以銷售的正當(dāng)理由》作者簡介
圖書目錄
Foreword by Kate Roberts Acknowledgments Introduction: Lost in Sherwood Forest Facing the Fact That Marketing Is a Must 1.The Heart of Robin Hood Marketing Focus on Getting People to Do Something Specific 2.Robin Hood Reconnaissance. Appeal to Your Audiences’ Values, Not Your Own 3.The Village Square React to the Forces at Work in the Marketplace 4.All for One and One for All—We Wish Stake a Strong Competitive Position 5.Building a Merry Band Partner Around Mutual Benefits 6.The Heart of the Good Archer’s Arrow Put the Case First and the Cause Second 7.Sharpening the Arrow’s Point The Four Things Your Message Must Do 8.Aiming for Hearts and Minds Take Your Message to Where Your Audiences Are 9.Robin Hood Media Savvy Approach the Media as a Target Market 10.Letting Your Arrow Fly Execute Campaigns and Assess Their Worth Notes The Author
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