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Robin Hood Marketing

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Table of Contents

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.

About the Author

Katya Andresen is vice president of marketing at Network for Good, the Internet's leading charitable giving site. She developed the Robin Hood rules in working with dozens of local, national, and international causes in the United States, Eastern Europe, and Africa. Andresen traces her passion for helping good causes to the enormous need she witnessed overseas in her previous work as a foreign correspondent.


"What a great book. I love it." The blogger goes on to say how great this book is for marketing ministries. (SamLuce.com,10/19/2007)

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