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15min chapter
Professional Services Marketing with Heart
Ahead of the Game
Authenticity in Marketing and Organizational Culture
This chapter delves into the importance of authenticity in marketing efforts, emphasizing the need for truthful information, genuine investment in social issues, and authentic support for initiatives like Pride Month and Black History Month. It discusses the role of marketers in influencing an organization's culture and values based on customer feedback, emphasizing the risks of insincere actions. The chapter also explores the concepts of signal boosting versus virtue signaling, and highlights the challenges faced by companies in marketing authentically and engaging with communities in a genuine manner.
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Discover
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