Name: Brands With a Conscience: How to Build a Successful and Responsible Brand (en Inglés)
Price: 57710.00 CLP
Availability: InStock
Author: Ind, Nicholas ; Horlings, Sandra
ISBN: 9780749475444

Formato

Libro Físico

Ilustrado por

Nicholas Ind

Sandra Horlings

Editorial

Kogan Page

Autor

Ind, Nicholas ; Horlings, Sandra

Año

2016

Idioma

Inglés

N° páginas

240

Encuadernación

Tapa Blanda

Dimensiones

23.4 x 15.6 x 1.3 cm

Peso

0.34 kg.

ISBN13

9780749475444

N° edición

Categorías

Ética empresarial
Empresa y medio ambiente
Marketing

Brands With a Conscience: How to Build a Successful and Responsible Brand (en Inglés)

Nicholas Ind (Ilustrado por) · Sandra Horlings (Ilustrado por) · Kogan Page · Tapa Blanda

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Origen: Estados Unidos (Costos de importación incluídos en el precio)

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Reseña del libro "Brands With a Conscience: How to Build a Successful and Responsible Brand (en Inglés)"

The definitive expert guide to ethical brand practice from the prestigious Medinge Group, Brands with a Conscience dissects the philosophies underpinning sustainable brands to arrive at a set of eight clear guiding attributes which can be used as the foundation of 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 measures of success across economic, human, social and environmental factors. They are then used as the criteria to assess twelve carefully selected case studies, which include Dilmah Tea, H&M, Dr. Hauschka, Merci and the John Lewis Partnership, amongst other leading international brands. Because the potential to have bad practice unmasked or to have successes amplified online is greater than ever, it pays to adopt a strategy that builds customer loyalty and trust. Brands with a Conscience inspires via examples of brands which 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 to bring together the main concepts in an easy-to-adopt framework for building a brand strategy based upon real world experience. If you are a brand manager or marketing professional seeking a conscientious approach to consumer engagement, then Brands with a Conscience will support you every step of the way.