Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself.
In a contemporary environment of "truthiness" and fake news, it is more important than ever to review core principles of ethics and to reassess how these principles apply to today’s branding and marketing practices. This book addresses practices in ethical branding and corporate culture. It includes such topics as truth, integrity, value, vulnerability, and differentiation. Collectively, these cases provide a contemporary overview of intriguing scenarios and best practices in ethical branding.
The book provides the reader with real, updated insight into ethical decision making; helps students integrate ethics, branding strategy, and real life, complex situations into an effective learning process; and provides the reader with up-to-date ethical branding cases from around the world.

zlib/no-category/Hagai Gringarten & Raúl Fernández-Calienes/Ethical Branding and Marketing_116072701.epub

Hagai Gringarten; Raúl Fernández-Calienes; Safari, an O'Reilly Media Company

Hagai Gringarten; Raul Fernandez-Calienes; Safari, an O'Reilly Media Company

Gringarten, Hagai; Fernández-Calienes, Raúl

Taylor & Francis Ltd

Routledge advances in management and business studies, New York, NY :, 2019

1st edition, Erscheinungsort nicht ermittelbar, 2019

United Kingdom and Ireland, United Kingdom

1, 20190415

2024-12-16