Marketing for Social Change (el. knyga) (skaityta knyga) | knygos.lt

Aprašymas

Business as usual is not an option anymore. We need a new way of doing things and brands can no longer afford to stay silent on important social and environmental issues.

With more consumer and legal scrutiny than ever before however, brands need to work hard to ensure they embrace purpose in a long-term, sustainable and authentic way in order to actually create the social change they purportedly support. This is where Marketing with Purpose comes in. A deeply practical guide on how brands can take meaningful action whilst avoiding backlash, it outlines practicable steps to building authentic purpose into the heart of business strategy. This book explores not only how you can find and define your brand's purpose but how you ensure that your purpose becomes an embedded part of your business rather than a mere PR stunt.

By using case studies across a spectrum of issues such as The Body Shop's stance on animal testing to Nike's work with Colin Kaepernick, this book offers a guide of how marketers can create positive social change through creativity and action, regardless of the sort of company they work for, and how creating this positive change is beneficial for both society and business.