Brand Activism: From Purpose to Action - Philip Kotler

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• Brand: Philip Kotler
• Categoria: Business & Economics
• Magazin: libris.ro
• Ultima actualizare: 25-11-2024 01:40:54

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...Brand Activism will be required reading, not only in business schools and by NGOs and campaigners, but by asset managers, owners, pension funds\' trustees and senior corporate executives worldwide.- Hazel Henderson, founder, Ethical MarketsKotler and Sarkar convincingly make the case as to why values-driven marketing requires taking the right actions too. Timely, progressive and ground-breaking, their how-to brand activism framework should be the go-to guide for marketers wanting to make a bigger difference with their brands. - Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, DartmouthPhil (and his colleague Sarkar) is at it again, continuing to up his game. This time he is aiming at helping society and the world in which we live. Corporate and governmental trust is at a crisis. This book is an essential roadmap of steps businesses and their leaders must partake. - David Reibstein, William Stewart Woodside Professor Professor of Marketing, The Wharton School, University of PennsylvaniaDoes business have an obligation to step up when government isn\'t doing its job? What happens when businesses and their customers don\'t share the same values? Or, for that matter, when employees of a company don\'t share the same values as their executives? Welcome to the world of Brand Activism.Companies no longer have a choice. If the gap between a business and its values and its customers or society and his other stakeholders is too large, business will inevitably suffer.What can be done?How do brands align their values with the values of their customers, their employees, and society at large? What is needed, now more than ever, is a mindset that views reality from the outside in.Brand Activism consists of business efforts to promote, impede, or direct social, political, economic, and/or environmental reform or stasis with the desire to promote or impede improvements in society.This brand activism is a natural evolution beyond the values-driven Corporate Social Responsibility (CSR) and Environmental, Social and Governance (ESG) programs that are, frankly, too slow.Brand activism is driven by a fundamental concern for the biggest and most urgent problems facing society. It gives life to what it means to be a values-driven company. You can\'t be a values-driven company and disregard society - your employees, your customers, the communities you work in, and the world. Th ...Brand Activism will be required reading, not only in bus