000			01997nam a2200289Ia 4500
001			3374
008			230305s2022 xx 000 0 und d
020			_a9781398602212
040			_cTBS
041			_aeng
043			_aen_UK
245		0	_aBusiness unusual
260			_bKogan Page, _c2022
300			_axi, 246 pages ; 24 cm.
500			_avalues, uncertainty and the psychology of brand resilience
520			_a ; 'It ALL feels pretty overwhelming right now. From the looming economic downturn, to racial and societal tensions threatening to boil over; people are feeling uncertain, overwhelmed and disillusioned. How do business leaders create resilient organizations that can reassure people, deliver and truly connect with a values-driven audience, often through digital-first channels? In Business Unusual, leading web psychologist Nathalie Nahai details how your customers and your people demand more than business as usual. This book details the psychology behind how we feel about businesses, their communications and their leaders in an often digital-first world. From understanding new consumer behaviour online, as well as new expectations from people including your team, this book will allow you to build a resilient business that is built on trust, an engaged and fulfilled workforce, and contextually relevant and sensitive communications and branding. Business Unusual details the trailblazers that are meeting the new expectations of business. With case studies of companies that connect with people and avoid the lure of woke-washing, learn how to develop a futureproof brand that people believe in, both in and out of the organization'.
630			_aHF COMMERCE _914
650			_aElectronic commerce _x Psychological aspects _913922
650		0	_aConsumer behavior _9997
650		0	_aInternet marketing _91133
650		0	_aBusiness ethics _93022
700			_aNahai, Nahai _eAutor _913923
902			_a490
905			_am
942			_a1 _2ddc
999			_c3209 _d3209