Ethical Branding and Marketing e-bog
359,43 DKK
(inkl. moms 449,29 DKK)
Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "e;ethics"e; and "e;branding,"e; on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself.In a contemporary environment of "e;truthiness"e...
E-bog
359,43 DKK
Forlag
Routledge
Udgivet
15 april 2019
Længde
196 sider
Genrer
Business ethics and social responsibility
Sprog
English
Format
pdf
Beskyttelse
LCP
ISBN
9780429809347
Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "e;ethics"e; and "e;branding,"e; on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself.In a contemporary environment of "e;truthiness"e; and fake news, it is more important than ever to review core principles of ethics and to reassess how these principles apply to today's branding and marketing practices. This book addresses practices in ethical branding and corporate culture. It includes such topics as truth, integrity, value, vulnerability, and differentiation. Collectively, these cases provide a contemporary overview of intriguing scenarios and best practices in ethical branding.The book provides the reader with real, updated insight into ethical decision making; helps students integrate ethics, branding strategy, and real life, complex situations into an effective learning process; and provides the reader with up-to-date ethical branding cases from around the world.