Just good business : the strategic guide to aligning corporate responsibility and brand /

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Every major company has a corporate strategy based on business objectives and competencies of the firm. Most major companies claim to have a corporate social responsibility strategy, most of which are not linked to business objectives or competencies of the firm. These companies are adopting CSR pra...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: McElhaney, Kellie A., 1966-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: San Francisco : Berrett-Koehler Publishers, ©2008.
Colección:BK business book.
Temas:
Social responsibility of business.
Brand name products.
Entreprises > Responsabilité sociale.
Produits de marque.
BUSINESS & ECONOMICS > Development > Sustainable Development.
BUSINESS & ECONOMICS > Marketing > General.
Brand name products
Social responsibility of business
Acceso en línea:Texto completo
Texto completo
Tabla de Contenidos:
  • Preface : it's time to take the next step
  • Part I : corporate social responsibility-just good business
  • Introduction : why CSR? Why now?
  • Building your CSR business strategy
  • Capturing the power of branding
  • Part II : Connecting CSR strategy and brand-seven rules of the road
  • Know thyself
  • Get a good fit
  • Be consistent
  • Simplify
  • Work from the inside out
  • Know your customer
  • Tell your story
  • Part III : what to do on Monday morning
  • Make a plan
  • Measure smart
  • Conlustion : CSR, tomorrow and beyond.

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