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Citizen brands : putting society at the heart of your business

Author: Michael Willmott
Publisher: Chichester ; New York : Wiley, ©2001.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
"The concept of Citizen Brands embodies not just one, but three crucial strategic issues for the business world: values (what the company stands for); corporate citizenship (playing an active role in society); and branding (the tangible and intangible attributes that are encompassed in a name or trademark). This book is about how these three elements come together in an integrated way; about how they define a  Read more...
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Additional Physical Format: Online version:
Willmott, Michael.
Citizen brands.
Chichester ; New York : Wiley, ©2001
(OCoLC)988772586
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Michael Willmott
ISBN: 0471492124 9780471492122
OCLC Number: 46601391
Description: xi, 260 pages : illustrations ; 24 cm
Contents: The Case for Citizen Brands --
The Evidence --
Governance --
Values, Ethics and Culture --
Employment --
Community --
Environmental Issues --
Investors --
Putting Society at the Heart of Business --
Citizenship is not Enough --
Brands, Citizenship and Consumers --
Altruism and Self-interest? --
Citizens, Consumption and Companies --
Mapping Corporate Brands --
The Impact on Consumers --
The Relationship Between Loyalty, Trust and Corporate Citizenship --
Brands, Citizenship and Consumers --
Beyond Philanthropy--Searching for a New Consensus --
Forward to the Past --
The End of Philanthropy? --
The End of the Argument? --
Back to the Future? --
A Model for Citizen Brands: Why it Works --
Direct Impacts --
Environmental Initiatives --
Employment Issues --
Suppliers --
Community Involvement --
Broader Social and Ethical Issues --
Intelligent Business --
Indirect Impacts --
Citizen Brands and Models of Advertising --
Peace and Plenty: Understanding the Impact of the New Political Economy --
Welcome to the Doomsayers --
Peace and Plenty --
Never Had it so Good? --
The New Threat--Globalization --
The Impact on the Political Economy --
Beyond 'Endism'--the Social Side of Technology --
A Runaway World --
A New Concept of Time and Space --
Small World, Big World --
Responding to the Technological Revolution --
Coping with Choice --
Explosion of Choice? --
Do People Want Choice? --
Coping With Choice --
Values, Ethics and Choice --
Advisers as Choice Managers --
Brands as Choice Managers --
Surviving a Culture of Fear.
Responsibility: Michael Willmott.
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Abstract:

Every marketing manager is looking for a way to make their brand out perform the rest, to have more market share and a longer shelf life. Research has shown that what Michael Willmott calls "Citizen  Read more...

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"Willmott argues his corner well" (Irish Times, 3rd August 2001) "Citizen Brands should be read by everyone involved in long--term business strategy and marketing." (Marketing 20 September 2001) Read more...

 
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