Brand Activism: From Purpose to Action by Christian Sarkar & Philip Kotler
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Overview: Does 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.
Genre: Non-Fiction > General > Marketing > Corporate Identity > Sales
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