The New Brand Spirit - How Communicating Sustainability Builds Brands, Reputations and Profits (Hardcover, New Ed)

Effective sustainability communication can deliver business value. Get it wrong, however, and the reputational damage will be costly. Stakeholders, and the general public as well as activists, are unforgiving of companies whose products, services, business practices or culture fall short of their socially responsible rhetoric. Based on close to one hundred in-depth interviews with leading experts, Christian Conrad and Marjorie Thompson's The New Brand Spirit helps corporate communications and marketing professionals tackle this conundrum by providing a first-hand view of eight distinct and relevant stakeholder perspectives. Nineteen comprehensive and well-researched best practice cases from sustainability leaders like IBM, Unilever, Marks & Spencer and Puma will inspire all those tasked with communicating sustainability with practical and applicable tools and lessons learned. The result is a book that will enable senior executives, corporate communication professionals and brand managers to decide when, to whom and how to communicate sustainability related messages - and when not to.

General

Imprint:	Ashgate Publishing Limited
Country of origin:	United Kingdom
Release date:	November 2013
First published:	2013
Authors:	Christian Conrad • Marjorie Ellis Thompson
Dimensions:	246 x 174 x 28mm (L x W x T)
Format:	Hardcover
Pages:	352
Edition:	New Ed
ISBN-13:	978-0-566-09244-2
Categories:	Books > Business & Economics > Economics > General Books > Business & Economics > Business & management > International business Books > Business & Economics > Business & management > Business strategy Books > Business & Economics > Finance & accounting > Accounting > Financial reporting, financial statements Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Books > Business & Economics > Business & management > Sales & marketing > Public relations Promotions
LSN:	0-566-09244-1
Barcode:	9780566092442

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