Serving people, planet and profit: An 'integrated bottom-line' approach to looking at business for entrepreneurs, activists, and decision makers
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I came across the term "pyromarketing" in this week’s Economist as I was reading about the growing trend of reconciliation between religious and corporate America which intrigued me and I wondered how it might fit with “green” or sustainable marketing.
Pyromarketing is a term coined by Greg Steilstra, formerly the chief marketer for Zondervan, a religious publishing house owned by Rupert Murdoch’s HarperCollins which oddly enough also owns Regan books which publishes “How to Make Love Like a Porn Star”, but that’s another story in of itself. Instead of using traditional mass marketing media, like television, pyromarketing relies on “consumer evangelists” who spread the word (like fire) among like-minded people. Greg uses the metaphor of the steps it takes to start a fire to describe his process for pyromarketing. It is very similar to viral marketing or “buzz marketing, but so far I’ve only heard it used in the context of marketing religion.
Recently I saw a Bank of America commercial that didn’t look like a commercial at all. The commercial looked like...[read more]
TerraCycle, a company that manufactures organic plant fertilizer, was started a few years ago by a then 19- year old...[read more]
The book, Marketing Management 12e, by Kotler and Keller, introduces one of the shortest definitions of marketing there is; "meeting...[read more]
During the 1980s, the "two fisted slobber" was an animated character who would appear periodically during Milwaukee Brewers baseball games...[read more]
The current demand for disaster relief supplies and workforce greatly exceeds the supply at the moment. The recent earthquake in...[read more]
Social marketing defined by Kotler: “Social marketing is the use of marketing principles and techniques to influence a target audience...[read more]
I'm a happy tap water drinker. Maybe I'm blissfully ignorant, but the idea of buying bottled water just seems silly...[read more]
If social marketing is the planning and implementation of programs designed to bring about social change using concepts from commercial...[read more]
I've written in the past about the misleading nature of the term "100% Recycled". When consumers see this term, they...[read more]
Between the 1960s and 1980s, the percentage of overweight children in the US hovered around 6%. Since 1980, the rate...[read more]
Is it possible for an oil company to change its brand image/essence? Can we be convinced of their sincerity as...[read more]
This has very little to do with sustainability, or the integrated bottom line, though I suppose I could make...[read more]
Having only recently become aware of the Cultural Creatives market, a 50-million-strong and growing segment that shares such values as...[read more]
How many mousepads do you need? This eco.psfk post got me thinking about what a massive waste most corporate gifts...[read more]
At the Presidio School of Management, we first heard of dialogue framing through the work of George Lakoff (Don’t Think...[read more]
Robert Iger, the new appointed CEO of Disney, might have big shoes to fill by replacing the fallen King Michael...[read more]
In this week’s Economist magazine, there is an article entitled “In hot water: The world’s biggest drinks firm tries to...[read more]
British Petroleum and ExxonMobile both sell the same thing - Gasoline. Both are strong and globally recognized brands with 19.3%...[read more]
The market is Western culture’s cosmology. In the space where symbols, archetypes and elemental energies once occupied the Western psyche,...[read more]
Could hurricane Katrina be a classic case of “Blowback” to the Bush Administration’s refusal to sign the Kyoto Protocol? From...[read more]
One of the problems with "green marketing" is that, ironically, appearing "too green" can scare away a sizable segment of...[read more]
I recently ran across an interesting article in the Sunday Herald that looked at the game industry and its impact...[read more]
It was announced in a big marketing splash: eBay will buy Skype. The business analysts were perplex, the Skype consumers...[read more]
In looking for a topic on Green Marketing this week, I came upon Joel Makower's excellent wrap up and critique...[read more]
A very useful form of marketing research is survey taking. Surveys are undertaken by companies themselves - perhaps via a...[read more]
There are (at least) two ways of approaching the subject of sustainable marketing. On the one hand we can...[read more]
Airline Magazines are a specific and unique genre of publication, typically purchasing articles from free lancers and periodically, if not...[read more]
This project is a part of the Managerial Marketing course at the Presidio School of Management in San Francisco. Is...[read more]
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