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Author Andresen, Katya, 1967-

Title Robin Hood marketing : stealing corporate savvy to sell just causes / Katya Andresen ; foreword by Kate Roberts.

Imprint San Francisco : Jossey-Bass, 2006.


Location Call No. OPAC Message Status
 Axe Books 24x7 Business E-Book  Electronic Book    ---  Available
Edition 1st ed.
Description 1 online resource (xiv, 271 pages) : illustrations
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Bibliography Includes bibliographical references.
Contents The Heart of Robin Hood Marketing -- Robin Hood Reconnaissance -- The Village Square -- All for One and One for All -- We Wish -- Building a Merry Band -- The Heart of the Good Archer's Arrow -- Sharpening the Arrow's Point -- Aiming for Hearts and Minds -- Robin Hood Media Savvy -- Letting Your Arrow Fly.
Summary 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.
Subject Social marketing.
Social marketing. (OCoLC)fst01122635
Genre/Form Electronic books.
Other Form: Print version: Andresen, Katya, 1967- Robin Hood marketing. 1st ed. San Francisco : Jossey-Bass, 2006 0787981486 9780787981488 (DLC) 2006004535 (OCoLC)64084209
ISBN 0787981486 (cloth)
9780787981488 (cloth)
9780787985523 (electronic bk.)
078798552X (electronic bk.)
Standard No. AU@ 000053247628
AU@ 000059863408

Available items only