The way of the Golden Rule. Because people matter ; Basic concepts ; Advantages of doing the right thing -- The new green, socially conscious marketing mindset. The new marketing matrix ; Abundance versus scarcity ; Building powerful alliances -- with competitors, too ; Why the abundance paradigm eliminates the need to worry about market share ; Exceptions : are there zero-sum, win-lose situations? -- Green business, green marketing. Becoming a green company ; Marketing green ; Making green sexy across all demographics and industries ; Language, greenwashing, and truth ; Three kinds of customers : are you reaching them all? -- Getting noticed in the noise and clutter : hands-on with cooperative, people-centered marketing. Advanced copyrighting ; Give people what they want ; Running a global company -- Using your business to create a better world. Marketing as social change, and social change as marketing ; Community-focused and charity/social change marketing ; Taking the concept beyond marketing : abundance and sustainability in business and in society ; Exponential thinking from three practical visionaries ; Profit by helping the world ; Impossible is a dare : business for a better world.