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Do Good
Amacom (Verlag)
978-0-8144-3839-8 (ISBN)
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Increasingly today, in every age group, consumers are committing to brands that show good citizenship--from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that good works and charitable giving are necessary for companies that aspire for financial success.
Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters, including examples such as:
Toms grew into a $600 million company by giving away 35 million pair of shoes.
Patagonia’s profits have climbed year after year even as it funnels heavy investments into sustainability.
CVS’s strategic decision to start destocking cigarettes in all stores.
Customers have shown with their wallets the types of businesses they will support and that they will quickly call out negligence. Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes.
By implementing the five-step model for the new rules of business laid out in Do Good--Trust, Enrichment, Responsibility, Community, and Contribution--companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts.
ANNE BAHR THOMPSON is founder of the brand consultancy Onesixtyfourth and former executive director of strategy and planning at Interbrand. She has been featured in the Financial Times, The New York Times, and on Fox Business and MarketWatch Radio.
Introduction 1
PART I: IT'S A BRAVE NEW WORLD
CHAPTER 1: The New Demand That Brands Make a Difference 13
CHAPTER 2: Balancing Social and Financial Values: The New Brand and Business Equation 30
CHAPTER 3: Brand Citizenship: The Consumer-First Model for Doing Good and Doing Well 52
PART II: THE PATH OF BRAND CITIZENSHIP
CHAPTER 4: Trust 77
CHAPTER 5: Enrichment: Enhance Daily Life 113
CHAPTER 6: Responsibility: Behave Fairly 147
CHAPTER 7: Community: Connect Me 184
CHAPTER 8: Contribution: Make Me Bigger Than I Am 214
PART III: CHOOSING CHANGE
CHAPTER 9: Stepping Forward into Brand Citizenship 241
ENDNOTES 259
INDEX 287
Erscheinungsdatum | 30.01.2018 |
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Sprache | englisch |
Maße | 165 x 235 mm |
Gewicht | 548 g |
Themenwelt | Sozialwissenschaften ► Soziologie |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
Wirtschaft ► Volkswirtschaftslehre ► Mikroökonomie | |
ISBN-10 | 0-8144-3839-3 / 0814438393 |
ISBN-13 | 978-0-8144-3839-8 / 9780814438398 |
Zustand | Neuware |
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