| 000 | 02445cam a22002778i 4500 | ||
|---|---|---|---|
| 001 | 23741446 | ||
| 005 | 20241007150929.0 | ||
| 008 | 240621s2024 enk b 001 0 eng | ||
| 010 | _a 2024028674 | ||
| 020 |
_a9781398616844 _q(paperback) |
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| 020 |
_a9781398616868 _q(hardback) |
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| 020 |
_z9781398616851 _q(ebook) |
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| 040 |
_aDLC _beng _erda _cDLC _dDLC |
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| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHM831 _b.B337 2024 |
| 100 |
_aBakhtiari, Kian, _eauthor. _924223 |
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| 245 | 1 | 0 |
_aMarketing for social change _b: how to turn purpose into business and social impact _c/ Kian Bakhtiari. |
| 264 | 1 |
_aLondon ; _aNew York, NY : _bKogan Page Inc., _c2024. |
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| 300 |
_a256 pages _c24 cm |
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| 504 | _aIncludes bibliographical references and index. | ||
| 505 | _aCan I really create change? — Challenge the status quo — Craft your mission — Find your community — Rise to the challenge — Lead a revolution — Start collaborating — From silos to systems — The power of co-creation — Managing backlash — Appendix: A social change playbook. | ||
| 520 |
_aBusiness as usual is not an option anymore. We need a new way of doing things and brands can no longer afford to stay silent on important social and environmental issues.
With more consumer and legal scrutiny than ever before, brands need to work hard to ensure they embrace purpose in a long-term, sustainable and authentic way in order to actually create the social change they say they support. This is where Marketing for Social Change comes in. A deeply practical guide on how brands can take meaningful action whilst avoiding backlash, it outlines clear steps to building authentic purpose into the heart of business strategy. This book explores not only how you can find and define your brand's purpose but how you ensure that your purpose becomes an embedded part of your business rather than a mere PR stunt.
By using real-world examples across a spectrum of issues such as The Body Shop's stance on animal testing to Nike's work with Colin Kaepernick, this book offers a guide of how marketers can create positive social change through creativity and action, regardless of the sort of company they work for, and how creating this positive change is beneficial for both society and business. _cProvided by publisher. |
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| 650 | 0 |
_aSocial change _99235 |
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| 650 | 0 |
_aBranding (Marketing) _xSocial aspects _98758 |
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| 942 | _2lcc | ||
| 999 |
_c4342 _d4342 |
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