- Paperback: 216 pages
- Publisher: Wrightbooks; 1 edition (July 7, 2015)
- Language: English
- ISBN-10: 0730309649
- ISBN-13: 978-0730309642
- Product Dimensions: 6 x 0.6 x 9 inches
- Shipping Weight: 12 ounces (View shipping rates and policies)
- Average Customer Review: 10 customer reviews
- Amazon Best Sellers Rank: #2,417,726 in Books (See Top 100 in Books)
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Conscious Marketing: How to Create an Awesome Business with a New Approach to Marketing Paperback – May 25, 2015
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From the Back Cover
Conscious Marketing teaches you how to bring a higher purpose to marketing your business that can benefit customers, employees, investors, suppliers and the community. Through innovative principles and in-depth case studies, this book shows you how to turn your business into a movement that people will want to join.
With over 20 years of experience in marketing and business, author Carolyn Tate presents a model that will show you how to:
- define your company's purpose as the central force for all your marketing activities
- build a community that is truly inspired to help you grow your business
- create compelling products and services that your customers will want to buy
- make your promotional activities less costly and more effective.
Drawing on the values of the 'slow' and 'conscious' business movements, Conscious Marketing will help you build a business that can grow your bottom line and serve the community.
About the Author
CAROLYN TATE is a speaker and educator and the founder of The Slow School of Business, a school dedicated to helping companies build purpose-driven and prosperous businesses that make the world a better place. Carolyn is also the author of Small Business Big Brand, Marketing Your Small Business For Dummies and Unstuck in Provence. Visit slowschool.com.au or carolyntate.co.
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She writes “Capitalism is good. The problem is that capitalism as we currently know it, is sick and destructive and doing more harm than good to humanity and the planet.”
Tate writes earlier in her preface:
“This book is not simply about marketing, though. It's about so much more. It's a call o business leaders, entrepreneurs and marketers everywhere to rethink why you do what you do and discover the incredible capacity of business and marketing to heal our world. Finally, it's a call for us all to join forces to use our companies (big and small) as vehicles for creating a better world for future generations.”
She also describes her political and social views which are for many well outside their mainstream.
After what I quoted above, I skimmed rather than read.
Tate’s “marketing” ideas are, to my mind, rather bizarre and forbiddingly expensive to implement. Small businesses, whom Tate claims to favor, are not well positioned for her concepts. It’s Utopian stuff for the most part.
If you are considering this book, I strongly urge you to use Amazon’s Look Inside feature to get a taste of what you’d be getting.
If you’re looking for actually helpful marketing advice, I don’t think you’ll find it here.
The consumer culture was powered in part by mass media advertising/marketing, which according to Carolyn Tate, author of Conscious Marketing, has been more focused on moving products and services than on serving a higher purpose.
Ms. Tate is not the only person to observe the shift taking place in our collective awareness. She has written a thoughtful account of how our focus is changing and how marketing will need to change in order to for companies to successfully serve all stakeholders.
She starts with a fairly honest but critical look at the current state of marketing practiced by a large number of existing companies.
Then she introduces the concept of Conscious Capitalism and four pillars of a Conscious business. They are: Higher purpose, Stakeholder orientation, Conscious leadership and Conscious culture.
Conscious Marketing is built around the Cycle of Conscious Marketing – for which there are 5 pillars – the 5 Ps – Personal, Purpose, Product, People and Promotion. There is a chapter devoted to each pillar, where Ms. Tate examines in detail how the Cycle operates and the significance of each pillar.
The book contains many examples of leading edge companies which have made the shift from push marketing to pull marketing – from putting profit above purpose. Ms. Tate makes a strong case that our current capitalistic system is not sustainable. There is too little regard for the damage we are doing to the planet.
Ms. Tate is Australian, so there are some spellings and grammar conventions that US readers will find are different.
The book gives a good overview of where businesspeople and marketers need to be heading. I may have been expecting the book to be totally “how-to”. I think the purpose was equally divided between raising awareness and how-to. I may have been expecting the book to be more focused on smaller businesses. In my opinion, she tried to appeal to businesses of all sizes. There are lots of resources provided for further reading/study.
Definitely some valuable lessons for any business leader or marketer.
Her critical thinking skills are thorough and easy to process through her writing.
If you are looking for a motivational book that is going to help you market an existing business or are in plans of creating one this is an excellent reference. She will guide you through the entire process of learning who you are and deciding which direction is best for you and your business.
She speaks a lot about personal consciousness and your dedication to personal growth and business success. This isn't some get rich scheme. This book will make you take a look at what is important to you and how to achieve this consciously in marketing your business or self as a better marketer.