Kids Library Home

Welcome to the Kids' Library!

Search for books, movies, music, magazines, and more.

     
Available items only
E-Books/E-Docs
Author Conrad, Christian A., 1966-

Title The new brand spirit : how communicating sustainability builds brands, reputations and profits / by Christian Conrad and Marjorie Ellis Thompson.

Publication Info. Farnham, Surrey ; Burlington, VT : Gower, [2013]
2013

Copies

Location Call No. OPAC Message Status
 Axe Books 24x7 Business E-Book  Electronic Book    ---  Available
Description 1 online resource (xxiii, 232 pages) : illustrations
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Bibliography Includes bibliographical references and index.
Contents Foreword / from Hamish Pingle -- Notes on contributors -- Introduction -- The interviews -- Communicating corporate sustainability : the civil society perspective -- Communicating corporate sustainability : the public sector perspective -- Communicating corporate sustainability : the supplier perspective -- Communicating corporate sustainability : the employee perspective -- Communicating corporate sustainability : the customer perspective -- Sustainable consumption and the social responsibility of marketers and advertisers -- Communicating corporate sustainability : the shareholder perspective -- Communicating CSR : the media perspective -- Communicating CSR the academic and expert perspective -- The best practice cases -- The civil society perspective : best practice cases -- Best practice case 1: Lifebuoy's global handwashing behaviour change programmes -- Best practice case 2: Fairtrade -- The public sector perspective : best practice cases -- Best practice case 3: German bio label -- Best practice case 4: The French environmental labeling experiment -- The supplier perspective : best practice cases -- The employee perspective : best practice cases -- The customer perspective : best practice cases -- Sustainable consumption and the social responsibility of marketers and advertisers : best practice cases -- The shareholder perspective : best practice cases -- The media perspective : best practice cases -- The academic and expert perspective : best practice cases -- Best practice : two benchmark cases for communicating corporate sustainability -- Summary and outlook -- The 10 commandments of effective communication -- Appendices -- Appendix I: Summary charts -- Appendix II: List of interviewees -- Index.
Note Print version record.
Summary 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, this book 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. -- Edited summary from book.
Subject Social marketing.
Sustainable development -- Social aspects.
Social responsibility of business.
BUSINESS & ECONOMICS -- Industrial Management.
BUSINESS & ECONOMICS -- Management.
BUSINESS & ECONOMICS -- Management Science.
BUSINESS & ECONOMICS -- Organizational Behavior.
Social marketing. (OCoLC)fst01122635
Social responsibility of business. (OCoLC)fst01122851
Sustainable development -- Social aspects. (OCoLC)fst01139759
Genre/Form Electronic books.
Added Author Thompson, Marjorie, 1957-
Other Form: Print version: Conrad, Christian A., 1966- New brand spirit. Farnham, Surrey ; Burlington, VT : Gower, [2013] 9780566092442 (DLC) 2013020293 (OCoLC)849509743
ISBN 9781409465775 (electronic bk.)
1409465772 (electronic bk.)
1409465780 (ePUB)
9781409465782 (ePUB)
1306170044
9781306170048
9780566092442
0566092441
9781409465782 (epub)
Standard No. CHNEW 000642816
CHVBK 311660363
DEBBG BV041580202
DEBBG BV042743159
DEBSZ 423111027
DEBSZ 423727257
DEBSZ 472800515
NLGGC 370205790
NZ1 15121642

 
    
Available items only