Beyond Branding Ind Nicholas
In response to the growing 'anti-globalization' movement and the perception that brands are manipulative and demeaning, Beyond Branding argues that branding is neither inherently good nor evil. True business value is created by open, transparent and honest relationships… Celý popis ↓
Porovnanie cien Beyond Branding Ind Nicholas
Popis Beyond Branding Ind Nicholas
Beyond Branding Ind Nicholas
In response to the growing 'anti-globalization' movement and the perception that brands are manipulative and demeaning, Beyond Branding argues that branding is neither inherently good nor evil. True business value is created by open, transparent and honest relationships.Beyond Branding explores responsibility in the context of brands: why do some brands behave ethically and others not? It shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing.
Based on the latest research and using international case studies, this book covers new ways to measure value, the responsible use of power, leadership and how it can balance ethics, reality and vision, authenticity, *the role of NGOs, engaging consumers Why do some brands engage their employees and others manipulate them?
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