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The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market by Sandy Carter

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Top Five Best Practices for CSR

To see how IBM’s best practices shine through, we review the top five best-practice areas from Chapter 4 and show how IBM has effectively marketed the effort. As a reminder, those five areas are

  1. Focus on becoming a role model company.

  2. Evaluate your partners and suppliers.

  3. Measurements matter.

  4. Educate yourself and your company.

  5. Evaluate your brand.

The following three key leaders address the details of IBM’s marketing efforts: John Soyring, vice president of Industry Solutions and board member on IBM’s Energy and Environment Board; Rich Lechner, vice president of Project Green; and Steve Cole, segment leader for one of the Green Solutions areas in IBM Energy Efficiency Technologies and Services. ...

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