Ethical marketing and the new consumer
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.
Salvato in:
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| Natura: | Elettronico eBook |
| Lingua: | inglese |
| Pubblicazione: |
Chichester, U.K. :
Wiley,
2009.
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| Soggetti: | |
| Accesso online: | An electronic book accessible through the World Wide Web; click to view |
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Sommario:
- 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.