Ethical branding and marketing: cases and lessons
Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, busine...
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York, NY
Routledge
2019
|
| Schriftenreihe: | Routledge advances in management and business studies
Routledge advances in management and business studies |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself. In a contemporary environment of "truthiness" 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 |
| Beschreibung: | Includes index |
| Beschreibung: | 1 online resource |
| ISBN: | 9780429442520 0429442521 9780429809330 0429809336 9780429809347 0429809344 9780429809323 0429809328 |
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| discipline_str_mv | Philosophie |
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:58:06Z |
| indexdate | 2024-07-10T08:59:59Z |
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| isbn | 9780429442520 0429442521 9780429809330 0429809336 9780429809347 0429809344 9780429809323 0429809328 |
| language | English |
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| physical | 1 online resource |
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| series2 | Routledge advances in management and business studies |
| spelling | Ethical branding and marketing cases and lessons edited by Hagai Gringarten and Raúl Fernández-Calienes New York, NY Routledge 2019 1 online resource txt rdacontent c rdamedia cr rdacarrier Routledge advances in management and business studies Includes index Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself. In a contemporary environment of "truthiness" 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 Marketing / Moral and ethical aspects Branding (Marketing) / Moral and ethical aspects Gringarten, Hagai edt Fernández-Calienes, Rául edt https://www.taylorfrancis.com/books/9780429442520 Verlag URL des Erstveroeffentlichers Volltext |
| spellingShingle | Ethical branding and marketing cases and lessons Marketing / Moral and ethical aspects Branding (Marketing) / Moral and ethical aspects |
| title | Ethical branding and marketing cases and lessons |
| title_auth | Ethical branding and marketing cases and lessons |
| title_exact_search | Ethical branding and marketing cases and lessons |
| title_exact_search_txtP | Ethical branding and marketing cases and lessons |
| title_full | Ethical branding and marketing cases and lessons edited by Hagai Gringarten and Raúl Fernández-Calienes |
| title_fullStr | Ethical branding and marketing cases and lessons edited by Hagai Gringarten and Raúl Fernández-Calienes |
| title_full_unstemmed | Ethical branding and marketing cases and lessons edited by Hagai Gringarten and Raúl Fernández-Calienes |
| title_short | Ethical branding and marketing |
| title_sort | ethical branding and marketing cases and lessons |
| title_sub | cases and lessons |
| topic | Marketing / Moral and ethical aspects Branding (Marketing) / Moral and ethical aspects |
| topic_facet | Marketing / Moral and ethical aspects Branding (Marketing) / Moral and ethical aspects |
| url | https://www.taylorfrancis.com/books/9780429442520 |
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