02264cam a22003018i 4500 23938592 20250115171438.0 241203s2024 enk b 001 0 eng 2024042685 9781398611627 (paperback) 9781398611641 (hardback) 9781398611634 (ebook) DLC eng rda DLC eng pcc HF5414 .B34 2024 Bakare, Lola author 24387 Responsible marketing : how to create an authentic and inclusive marketing strategy / Lola Bakare. London, ; New York, NY : Kogan Page, 2024. xvi, 253 pages : illustrations (black and white) ; 24 cm. Includes bibliographical references and index. Make it inclusive: how responsible marketing works — Make it authentic brand-relevant: social impact — Make it known: eputation impact — Make it count: commercial impact— Solving real problems — Telling real stories — Creating real opportunities — Influencing real policies — Cultivating cultural literacy — Choosing cheerleader, champion, or catalyst — Earning stakeholder buy-in — Getting it wrong the right way — Marketing Index. Responsible Marketing takes readers through a forward-looking approach to inclusive marketing, offering a compelling blend of case studies, in-depth interviews, social impact marketing principles and inclusive leadership frameworks. Lola Bakare demystifies the relationship between today's marketing imperatives and the dynamic global cultural shifts that current and aspiring marketing leaders need to address. The book expands on the power of inclusivity, corporate responsibility and cultural awareness, helping marketing leaders determine how to make social impact outcomes an imperative across the entire marketing mix. Responsible Marketing walks readers through building a responsible, inclusive marketing strategy that captivates consumers and delivers long-term growth for a company. Branding (Marketing) Social aspects 8758 Marketing Social aspects 7447 Social responsibility of business 2683 lcc 0 0 lcc 0 0 TBS TBS 2024-12-16 0 HF5414 BAK B05989 2024-12-16 1 2024-12-16 1 4434 4434