| Description |
xv, 272 p. : ill. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
The power of brand ethos -- Ethical : reality or a brand image? -- Churn and the disposable society -- Bad tasting medicine -- It's not what you say but what you do -- Brand terrorism -- Survival and security -- Engaging the consumer, sharing responsibility -- Finding reasons to buy -- Research and surveys -- The business and religion of ethics -- Fairtrade -- Food waste and recycling -- Recycling for resale -- Turning recycling into good marketing -- The ethical sphere -- Language and persuasion -- How to be a creative marketer -- Fat and fit : obesity and health -- Selling ethical behaviour -- From brand values to brand value -- Fast fashion -- Washing green -- Green insurance and finance. |
| Summary |
Ethical marketing isn't just about environmentalism, it's far bigger than that. This book challenges a lot of conventional thinking and introduces you to a wider range of ethics and the many types of ethical consumers. --from publisher description. |
| Reproduction |
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. |
| Subject |
Marketing -- Moral and ethical aspects.
|
|
New Age consumers.
|
| Genre/Form |
Electronic books.
|
| Added Author |
ProQuest (Firm)
|
| ISBN |
9780470743027 (cloth) |
|
0470743026 (cloth) |
|
