: how to create an authentic and inclusive marketing strategy Bakare, Lola creator author text bibliography enk London New York, NY Kogan Page 2024 monographic eng

print

xvi, 253 pages : illustrations (black and white) ; 24 cm. 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. 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. / Lola Bakare. Includes bibliographical references and index. Branding (Marketing) Social aspects Marketing Social aspects Social responsibility of business HF5414 .B34 2024 9781398611627 9781398611641 2024042685 DLC 241203 20250115171438.0 23938592 eng