Ethical branding and marketing : cases and lessons /
edited by Hagai Gringarten and Raúl Fernández-Calienes.
- 1 online resource
- Routledge advances in management and business studies .
- Routledge advances in management and business studies. .
Includes index.
Includes bibliographical references and index.
Older adults, aggressive marketing, and unethical behavior : a sure road to financial fraud? / Twitter me this : fake news, real issues, and the twitter presidency / Ethical branding in franchising : implications for brand values and corporate culture / Lessons from the housing crisis support a formal fiduciary standard in for-profit higher education / Bayer, ethics, and the anthrax scare : leveraging national crisis for a public relations bonanza / Is academe cheapened by branding : universities and programs? / Ethical branding, homeowners associations, and judicial review using a socially responsible : administrative law "hard-look" standard / Ethical branding best practices : a study of Fabindia in the context of social business / Happy Brands and Ethical Implications / Slavery, Chocolate, and Artificial Intelligence : Brands Ethical Dilemmas in a Modern World / Jardine Matheson : Drugs, War, and Empire / Ethics and Celebrity Advertising : Cases in the Indian Advertising Industry / Ya'akov M. Bayer -- Thomas F. Brezenski -- Antonella Capriello and Rohail Hassan -- Robert J. Foran -- Hagai Gringarten -- Larry Hubbell -- Jeffrey Kleeger -- Dinesh Kumar and Punam Gupta -- Wonkyong Beth Lee and Timothy Dewhirst -- Nellie Munin -- Stan Neal -- Gurbir Singh and Abhishek Mishra.
Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself. In a contemporary environment of "truthiness" and fake news, it is more important than ever to review core principles of ethics and to reassess how these principles apply to today's branding and marketing practices. This book addresses practices in ethical branding and corporate culture. It includes such topics as truth, integrity, value, vulnerability, and differentiation. Collectively, these cases provide a contemporary overview of intriguing scenarios and best practices in ethical branding. The book provides the reader with real, updated insight into ethical decision making; helps students integrate ethics, branding strategy, and real life, complex situations into an effective learning process; and provides the reader with up-to-date ethical branding cases from around the world
9780429442520 0429442521 9780429809330 0429809336 9780429809347 0429809344 9780429809323 0429809328
9780429442520 Taylor & Francis 9780429809330 O'Reilly Media
2020693950
GBB977730 bnb
019383090 Uk
Marketing--Moral and ethical aspects.
Branding (Marketing)--Moral and ethical aspects.
Marketing--Aspect moral.
Stratégie de marque--Aspect moral.
BUSINESS & ECONOMICS--Business Ethics.
BUSINESS & ECONOMICS--Marketing--General.
BUSINESS & ECONOMICS--Management.
Marketing--Moral and ethical aspects
Ethik
Marketing
HF5415 HF5415 / .E7959 2019eb
174/.4
Includes index.
Includes bibliographical references and index.
Older adults, aggressive marketing, and unethical behavior : a sure road to financial fraud? / Twitter me this : fake news, real issues, and the twitter presidency / Ethical branding in franchising : implications for brand values and corporate culture / Lessons from the housing crisis support a formal fiduciary standard in for-profit higher education / Bayer, ethics, and the anthrax scare : leveraging national crisis for a public relations bonanza / Is academe cheapened by branding : universities and programs? / Ethical branding, homeowners associations, and judicial review using a socially responsible : administrative law "hard-look" standard / Ethical branding best practices : a study of Fabindia in the context of social business / Happy Brands and Ethical Implications / Slavery, Chocolate, and Artificial Intelligence : Brands Ethical Dilemmas in a Modern World / Jardine Matheson : Drugs, War, and Empire / Ethics and Celebrity Advertising : Cases in the Indian Advertising Industry / Ya'akov M. Bayer -- Thomas F. Brezenski -- Antonella Capriello and Rohail Hassan -- Robert J. Foran -- Hagai Gringarten -- Larry Hubbell -- Jeffrey Kleeger -- Dinesh Kumar and Punam Gupta -- Wonkyong Beth Lee and Timothy Dewhirst -- Nellie Munin -- Stan Neal -- Gurbir Singh and Abhishek Mishra.
Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself. In a contemporary environment of "truthiness" and fake news, it is more important than ever to review core principles of ethics and to reassess how these principles apply to today's branding and marketing practices. This book addresses practices in ethical branding and corporate culture. It includes such topics as truth, integrity, value, vulnerability, and differentiation. Collectively, these cases provide a contemporary overview of intriguing scenarios and best practices in ethical branding. The book provides the reader with real, updated insight into ethical decision making; helps students integrate ethics, branding strategy, and real life, complex situations into an effective learning process; and provides the reader with up-to-date ethical branding cases from around the world
9780429442520 0429442521 9780429809330 0429809336 9780429809347 0429809344 9780429809323 0429809328
9780429442520 Taylor & Francis 9780429809330 O'Reilly Media
2020693950
GBB977730 bnb
019383090 Uk
Marketing--Moral and ethical aspects.
Branding (Marketing)--Moral and ethical aspects.
Marketing--Aspect moral.
Stratégie de marque--Aspect moral.
BUSINESS & ECONOMICS--Business Ethics.
BUSINESS & ECONOMICS--Marketing--General.
BUSINESS & ECONOMICS--Management.
Marketing--Moral and ethical aspects
Ethik
Marketing
HF5415 HF5415 / .E7959 2019eb
174/.4