Ethical Branding and Marketing - Cases and Lessons (Hardcover)

Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself. In a contemporary environment of "truthiness" and fake news, it is more important than ever to review core principles of ethics and to reassess how these principles apply to today's branding and marketing practices. This book addresses practices in ethical branding and corporate culture. It includes such topics as truth, integrity, value, vulnerability, and differentiation. Collectively, these cases provide a contemporary overview of intriguing scenarios and best practices in ethical branding. The book provides the reader with real, updated insight into ethical decision making; helps students integrate ethics, branding strategy, and real life, complex situations into an effective learning process; and provides the reader with up-to-date ethical branding cases from around the world.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Routledge Advances in Management and Business Studies
Release date:	April 2019
First published:	2019
Editors:	Hagai Gringarten • Raul Fernandez-Calienes
Dimensions:	229 x 152 x 14mm (L x W x T)
Format:	Hardcover
Pages:	196
ISBN-13:	978-1-138-33727-5
Categories:	Books > Business & Economics > Business & management > Business ethics Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	1-138-33727-7
Barcode:	9781138337275

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