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Author Conrad, Christian
Title The New Brand Spirit : How Communicating Sustainability Builds Brands, Reputations and Profits
Imprint London : Taylor & Francis Group, 2013
©2013
book jacket
Edition 1st ed
Descript 1 online resource (382 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Note Cover -- Half Title -- Dedication -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- About the Authors -- Foreword by Hamish Pringle -- Acknowledgements -- Reviews of The New Brand Spirit -- Introduction -- PART I The Interviews The Questionnaire -- Chapter 1 Communicating Sustainability - the Civil Society Perspective -- Chapter 2 Communicating Sustainability - the Public Sector Perspective -- Chapter 3 Communicating Sustainability - the Supplier Perspective -- Chapter 4 Communicating Sustainability - the Employee Perspective -- Chapter 5 Communicating Sustainability to Customers and Consumers -- Chapter 6 Sustainable Consumption and the Social Responsibility of Marketers and Advertisers -- Chapter 7 Communicating Sustainability - the Shareholder Perspective -- Chapter 8 Communicating Sustainability - the Media Perspective -- Chapter 9 Communicating Sustainability - the Academic and Expert Perspective -- PART II The Cases -- Chapter 10 The Civil Society Perspective - Best Practice Cases -- Best Practice Case 1: Lifebuoy's Global Handwashing Behaviour Change Programme -- Best Practice Case 2: Fairtrade Comes of Age -- Chapter 11 The Public Sector Perspective - Best Practice Cases -- Best Practice Case 3: The German Bio-label -- Best Practice Case 4: The French Environmental Labelling Experiment -- Chapter 12 The Supplier Perspective - Best Practice Cases -- Best Practice Case 5: The Tchibo and GIZ Worldwide Enhancement of Social Quality (WE) Project -- Best Practice Case 6: ROMP - Fully Traceable Organic High Fashion -- Chapter 13 The Employee Perspective - Best Practice Cases -- Best Practice Case 7: SKF BeyondZero -- Best Practice Case 8: IBM's World Community Grid - Technology Solving Problems -- Chapter 14 The Customer Perspective - Best Practice Cases
Best Practice Case 9: Cadbury Dairy Milk goes Fairtrade -- Best Practice Case 10: The innocent Big Knit Campaign -- Best Practice Case 11: Max Burgers, Climate on (the) Menu -- Chapter 15 Sustainable Consumption and the Social Responsibility of Marketers and Advertisers - Best Practice Cases -- Best Practice Case 12: Coop Switzerland Sustainability Brand Communications -- Best Practice Case 13: Puma's Clever Little Bag -- Chapter 16 The Shareholder Perspective - Best Practice Case -- Best Practice Case 14: Novo Nordisk Integrated Reporting -- Chapter 17 The Media Perspective - Best Practice Case -- Best Practice Case 15: SAP Community Network -- Chapter 18 The Academic and Expert Perspective - Best Practice Cases -- Best Practice Case 16: Research by Professor C.B. Bhattacharya on the Effectiveness of CSR Communication -- Best Practice Case 17: The Natural Step Framework -- Chapter 19 Best Practice - Two Benchmark Cases for Communicating Corporate Sustainability -- Best Practice Case 18: Marks & Spencer's Plan A -- Best Practice Case 19: Interface Sustainability Communication 'Let's be Clear' -- Part III Summary and Outlook -- List of Contributors -- Index
Description based on publisher supplied metadata and other sources
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
Link Print version: Conrad, Christian The New Brand Spirit : How Communicating Sustainability Builds Brands, Reputations and Profits London : Taylor & Francis Group,c2013 9780566092442
Subject Social responsibility of business.
Sustainable development-Social aspects.
Social marketing
Electronic books
Alt Author Thompson, Marjorie Ellis
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