Los mejores libros gratis en pdf descargados Brands With a Conscience: How to Build a Successful and Socially Responsible Brand

Brands With a Conscience: How to Build a Successful and Socially Responsible Brand

Brands With a Conscience: How to Build a Successful and Socially Responsible Brand

by Nicholas Ind

Editorial: Kogan Page, Ltd
ISBN: 9780749475444
Número de páginas: 240
Formatos: pdf, ePub, mobi, fb2
Tamaño de archivo: 6 Mb
Fecha de publicación: 2020-08-02
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Descripción

Editors Nicholas Ind and Sandra Horlings, along with chapter contributors provide a set of foundational attributes to help guide a strategy for responsible growth.  These attributes span the public persona of an organization, the actions to take when things go wrong, the effort invested in developing relationships, the promotion of core values, and balancing success across various categories.  They are then used to assess carefully selected case studies, which include H&M, TED, Wholefoods, and Kiva.  Brands With a Conscience inspires via examples of companies that not only exhibit a genuine desire to operate ethically, but also have seen impressive success in terms of engagement with consumers, reputation, and return on investment.  The book includes a range of practical tools that bring these concepts together to guide managers in building a brand strategy based on real world experience.