Okay, so I am quite close to getting some of the book out for comments. I am going to do it in 10,000 word 'chunks. What I will do is post a summary of what that chunk covers. And then anyone who wants to read it can email me at firstname.lastname@example.org and i will email the chunk back. You'll have about 2 weeks to respond if you want to make comments. It allows me to keep track of who has what, get feedback direct and counter any worries my publisher has about just letting the whole draft of the book loose online (for Chinese book pirates to download).
Meanwhile I realised I want to rewrite the concluding chapter of the book. I want it to be a list of '50 things you can do' (just like the consumer lists, where you can change your lightbulbs, buy local foods etc., but for marketers in business)
For instance one would be: Conduct a green brand audit
(the difference between this and regular CSR reporting would be understanding where you are in relative perceptual terms and why; for instance in Karen Fraser's excellent Ethical Index Nike scores low, because people still associate them with some of the issues and protests of the 1990s, whereas in ethical consumer guides they are now one of the good guys)
Quite a few of these suggestions will obviously come from the guts of the book. But I thought I'd throw it open for suggestions too. What would you put in the marketing equivalent of 'change the world for a fiver'? Pls do post suggestions here, for discussion (or if you feel shy about it, email me at the address above). Full credit will be given to anybody whose suggestions I use!