罗宾逊营销：窃取法人智力用以销售的正当理由

　　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.

暂缺《罗宾逊营销：窃取法人智力用以销售的正当理由》作者简介

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