Ethical marketing and the new consumer /

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Ethical marketing isn't just about environmentalism, it's far bigger than that. This book challenges a lot of conventional thinking and introduces you to a wider range of ethics and the many types of ethical consumers. --from publisher description.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Arnold, Chris
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Chichester, U.K. : Wiley, 2009.
Temas:
Marketing > Moral and ethical aspects.
New Age consumers.
Marketing > Aspect moral.
Consommateurs du Nouvel Âge.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Distribution.
Marketing > Moral and ethical aspects
New Age consumers
Öko-Marketing.
Marketing.
Unternehmensethik.
Konsumentenverhalten.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • The power of brand ethos
  • Ethical : reality or a brand image?
  • Churn and the disposable society
  • Bad tasting medicine
  • It's not what you say but what you do
  • Brand terrorism
  • Survival and security
  • Engaging the consumer, sharing responsibility
  • Finding reasons to buy
  • Research and surveys
  • The business and religion of ethics
  • Fairtrade
  • Food waste and recycling
  • Recycling for resale
  • Turning recycling into good marketing
  • The ethical sphere
  • Language and persuasion
  • How to be a creative marketer
  • Fat and fit : obesity and health
  • Selling ethical behaviour
  • From brand values to brand value
  • Fast fashion
  • Washing green
  • Green insurance and finance.

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