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The New Brand Spirit : How Communicating Sustainability Builds Brands, Reputations and Profits.
Effective sustainability communication can deliver business value. Get it wrong, however, and the reputational damage will be costly. Stakeholders, and the general public as well as activists, are unforgiving of companies whose products, services, business practices or culture fall short of their so...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London :
Taylor and Francis,
2016.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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|---|---|---|---|
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| 003 | OCoLC | ||
| 005 | 20240329122006.0 | ||
| 006 | m o d | ||
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| 008 | 180106s2016 enk o 000 0 eng d | ||
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| 019 | |a 1193462475 | ||
| 020 | |a 9781317023043 | ||
| 020 | |a 1317023048 | ||
| 020 | |a 9781409465775 |q (e-book) | ||
| 020 | |a 1409465772 | ||
| 029 | 1 | |a AU@ |b 000062614811 | |
| 035 | |a (OCoLC)1018171460 |z (OCoLC)1193462475 | ||
| 037 | |a Purchased EBL PDA title | ||
| 050 | 4 | |a HF5414 .C667 2016 | |
| 082 | 0 | 4 | |a 658.827 |
| 049 | |a UAMI | ||
| 100 | 1 | |a Conrad, Christian. | |
| 245 | 1 | 4 | |a The New Brand Spirit : |b How Communicating Sustainability Builds Brands, Reputations and Profits. |
| 260 | |a London : |b Taylor and Francis, |c 2016. | ||
| 300 | |a 1 online resource (382 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 347 | |a text file |2 rdaft | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a Cover; Half Title; Dedication; Title Page; Copyright Page; Table of Contents; List of Figures; List of Tables; About the Authors; Foreword by Hamish Pringle; Acknowledgements; Reviews of The New Brand Spirit; Introduction; PART I The Interviews The Questionnaire; Chapter 1 Communicating Sustainability -- the Civil Society Perspective; Chapter 2 Communicating Sustainability -- the Public Sector Perspective; Chapter 3 Communicating Sustainability -- the Supplier Perspective; Chapter 4 Communicating Sustainability -- the Employee Perspective. | |
| 505 | 8 | |a Chapter 5 Communicating Sustainability to Customers and ConsumersChapter 6 Sustainable Consumption and the Social Responsibility of Marketers and Advertisers; Chapter 7 Communicating Sustainability -- the Shareholder Perspective; Chapter 8 Communicating Sustainability -- the Media Perspective; Chapter 9 Communicating Sustainability -- the Academic and Expert Perspective; PART II The Cases; Chapter 10 The Civil Society Perspective -- Best Practice Cases; Best Practice Case 1: Lifebuoyâ#x80;#x99;s Global Handwashing Behaviour Change Programme; Best Practice Case 2: Fairtrade Comes of Age. | |
| 505 | 8 | |a Chapter 11 The Public Sector Perspective -- Best Practice CasesBest Practice Case 3: The German Bio-label; Best Practice Case 4: The French Environmental Labelling Experiment; Chapter 12 The Supplier Perspective -- Best Practice Cases; Best Practice Case 5: The Tchibo and GIZ Worldwide Enhancement of Social Quality (WE) Project; Best Practice Case 6: ROMP -- Fully Traceable Organic High Fashion; Chapter 13 The Employee Perspective -- Best Practice Cases; Best Practice Case 7: SKF BeyondZero; Best Practice Case 8: IBMâ#x80;#x99;s World Community Grid -- Technology Solving Problems. | |
| 505 | 8 | |a Chapter 14 The Customer Perspective -- Best Practice CasesBest Practice Case 9: Cadbury Dairy Milk goes Fairtrade; Best Practice Case 10: The innocent Big Knit Campaign; Best Practice Case 11: Max Burgers, Climate on (the) Menu; Chapter 15 Sustainable Consumption and the Social Responsibility of Marketers and Advertisers -- Best Practice Cases; Best Practice Case 12: Coop Switzerland Sustainability Brand Communications; Best Practice Case 13: Pumaâ#x80;#x99;s Clever Little Bag; Chapter 16 The Shareholder Perspective -- Best Practice Case; Best Practice Case 14: Novo Nordisk Integrated Reporting. | |
| 505 | 8 | |a Chapter 17 The Media Perspective -- Best Practice CaseBest Practice Case 15: SAP Community Network; Chapter 18 The Academic and Expert Perspective -- Best Practice Cases; Best Practice Case 16: Research by Professor C.B. Bhattacharya on the Effectiveness of CSR Communication; Best Practice Case 17: The Natural Step Framework; Chapter 19 Best Practice -- Two Benchmark Cases for Communicating Corporate Sustainability; Best Practice Case 18: Marks & Spencerâ#x80;#x99;s Plan A; Best Practice Case 19: Interface Sustainability Communication â#x80;#x98;Letâ#x80;#x99;s be Clearâ#x80;#x99;; Part III Summary and Outlook. | |
| 500 | |a List of Contributors. | ||
| 520 | 8 | |a Effective sustainability communication can deliver business value. Get it wrong, however, and the reputational damage will be costly. Stakeholders, and the general public as well as activists, are unforgiving of companies whose products, services, business practices or culture fall short of their socially responsible rhetoric.Based on close to one hundred in-depth interviews with leading experts, Christian Conrad and Marjorie Thompson's The New Brand Spirit helps corporate communications and marketing professionals tackle this conundrum by providing a first-hand view of eight distinct and relevant stakeholder perspectives. Nineteen comprehensive and well-researched best practice cases from sustainability leaders like IBM, Unilever, Marks and Spencer and Puma will inspire all those tasked with communicating sustainability with practical and applicable tools and lessons learned. The result is a book that will enable senior executives, corporate communication professionals and brand managers to decide when, to whom and how to communicate sustainability related messages - and when not to. | |
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Social marketing. | |
| 650 | 0 | |a Social responsibility of business. | |
| 650 | 0 | |a Sustainable development. | |
| 650 | 6 | |a Marketing social. | |
| 650 | 6 | |a Entreprises |x Responsabilité sociale. | |
| 650 | 6 | |a Développement durable. | |
| 650 | 7 | |a sustainable development. |2 aat | |
| 650 | 7 | |a Social marketing |2 fast | |
| 650 | 7 | |a Social responsibility of business |2 fast | |
| 650 | 7 | |a Sustainable development |2 fast | |
| 700 | 1 | |a Thompson, Marjorie Ellis. | |
| 758 | |i has work: |a The new brand spirit (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFt6VwHDxrkCg4gP9VDK3P |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Conrad, Christian. |t New Brand Spirit : How Communicating Sustainability Builds Brands, Reputations and Profits. |d London : Taylor and Francis, ©2016 |z 9780566092442 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=4436110 |z Texto completo |
| 938 | |a EBL - Ebook Library |b EBLB |n EBL4436110 | ||
| 994 | |a 92 |b IZTAP | ||