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Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands

Categorie	Economie & Management
Boeknummer	#278151
Titel	Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands
Auteur	Ind, Nicholas
Boektype	Gebonden hardcover met stofomslag
Uitgeverij	Kogan Page
Jaar van uitgave	2003
ISBN10	0749441151
ISBN13	9780749441159
Taal	Engels
Samenvatting	The book explores responsibility in the context of brands: why do some brands behave ethically and others not? Why do some brands engage their employees and others manipulate them? Based on contemporary research and using international case studies, the contributors cover: new ways to measure value; the responsible use of power; leadership and how it can balance ethics, reality and vision; authenticity; the role of NGOs; engaging consumers in ethical issues; and the business benefits of open branding.
Pagina's	236
Conditie	Goed
Prijs	€ 6,00

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