Principled Profit

Shel Horowitz
AWM Books (2003)
ISBN 0961466669
Reviewed by Joanne Benham for Reader Views (7/06)

In this era of cut-throat competition, greedy shareholders wanting more and more return on their investment and small companies being swallowed up by their larger competition, is there any way a company can grow and prosper while at the same time they adhere to a strict code of ethics?  While many people would answer that question with a resounding “NO,” Shel Horowitz disagrees. 

In this guideline for ethical marketing practices, Horowitz breaks his reasoning into three categories:

  1. The Golden Rule
  2. New Marketing Mindset
  3. Cooperative, People Centered Marketing

 

Each of these broad categories is broken down in smaller subsets, illustrating different principles along with written documentation showing how these ideas have been successfully implemented in the real world. 

One point that he makes, and one with which I’m sure almost everyone agrees, is that while the average consumer wants competitive prices, they are willing to pay a little more for service and personal attention.  Service means different things to different people, but one thing on which almost everyone agrees it that navigating the telephone voice-mail maze is frustrating to say the very least.  Big business, are you listening?

Chapter 19 is devoted to resources for the reader, listing books, magazines and web sites where you can get more information about the points set out in the book.

This book should be read by anyone who owns a business, no matter what size.  Perhaps it could help avert another catastrophe as business’ jockey for profits.

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