| Description |
1 online resource (vii, 294 pages) : illustrations |
|
data file |
| Physical Medium |
polychrome |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
pt. I. It's a brave new world. The new demand that brands make a difference -- Balancing social and financial values : the new brand and business equation -- Brand citizenship : the consumer-first model for doing good and doing well -- pt. II. The path of brand citizenship. Trust: don't let me down -- Enrichment : dnhance daily life -- Responsibility : behave fairly -- Community: connect me -- Contribution : make me bigger than I am -- pt. III. Choosing change. Stepping forward into brand citizenship. |
| Summary |
Packed with examples and original data, this book presents a five-step model that explains how to embed social consciousness into a companys DNA, and shows that by actively linking great brands with higher purposes, companies capture both markets and hearts. -- Edited summary from book. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Social responsibility of business.
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Social responsibility of business. |
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Citizenship.
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Citizenship. |
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Corporate image.
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Corporate image. |
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Branding (Marketing)
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Branding (Marketing) |
| Genre/Form |
Electronic books.
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Electronic books.
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| Other Form: |
Print version: Thompson, Anne Bahr. Do good. New York, NY : AMACOM, [2018] 9780814438398 (DLC) 2017025102 (OCoLC)985072822 |
| ISBN |
9780814438404 (electronic book) |
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0814438407 (electronic book) |
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9780814438398 (hardcover) |
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