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Do good : embracing brand citizenship to fuel both purpose and profit

Author: Anne Bahr Thompson
Publisher: New York : AMACOM.
Edition/Format:   Print book : English
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Document Type: Book
All Authors / Contributors: Anne Bahr Thompson
ISBN: 9780814438398 0814438393 9780814438404 0814438407
OCLC Number: 1078351510
Notes: Includes bibliogr. p. 259-285. Index.
Description: 1 vol. (vii-294 p.) ; 24 cm.
Contents: Pt. I. It's a brave new world. The new demand that brands make a difference ; Balancing social and financial values : the new brand and business equation ; Brand citizenship : the consumer-first model for doing good and doing well ; pt. II. The path of brand citizenship. Trust : don't let me down ; Enrichment : enhance daily life ; Responsibility : behave fairly ; Community : connect me ; Contribution : make me bigger than I am ; pt. III. Choosing change. Stepping forward into brand citizenship.
Responsibility: Anne Bahr Thompson.
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