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_a(OCoLC)1097665217 _z(OCoLC)1154534210 _z(OCoLC)1294310901 |
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_a9780429442520 _bTaylor & Francis |
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_a9780429809330 _bO'Reilly Media |
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_a174/.4 _223 |
| 049 | _aMAIN | ||
| 245 | 0 | 0 |
_aEthical branding and marketing : _bcases and lessons / _cedited by Hagai Gringarten and Raúl Fernández-Calienes. |
| 264 | 1 |
_aNew York, NY : _bRoutledge, Taylor and Francis Group, _c2019. |
|
| 300 | _a1 online resource | ||
| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 490 | 1 | _aRoutledge advances in management and business studies | |
| 500 | _aIncludes index. | ||
| 520 | _aEthical 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 | ||
| 588 | 0 | _aPrint version record. | |
| 505 | 0 | 0 |
_tOlder adults, aggressive marketing, and unethical behavior : a sure road to financial fraud? / _rYa'akov M. Bayer -- _tTwitter me this : fake news, real issues, and the twitter presidency / _rThomas F. Brezenski -- _tEthical branding in franchising : implications for brand values and corporate culture / _rAntonella Capriello and Rohail Hassan -- _tLessons from the housing crisis support a formal fiduciary standard in for-profit higher education / _rRobert J. Foran -- _tBayer, ethics, and the anthrax scare : leveraging national crisis for a public relations bonanza / _rHagai Gringarten -- _tIs academe cheapened by branding : universities and programs? / _rLarry Hubbell -- _tEthical branding, homeowners associations, and judicial review using a socially responsible : administrative law "hard-look" standard / _rJeffrey Kleeger -- _tEthical branding best practices : a study of Fabindia in the context of social business / _rDinesh Kumar and Punam Gupta -- _tHappy Brands and Ethical Implications / _rWonkyong Beth Lee and Timothy Dewhirst -- _tSlavery, Chocolate, and Artificial Intelligence : Brands Ethical Dilemmas in a Modern World / _rNellie Munin -- _tJardine Matheson : Drugs, War, and Empire / _rStan Neal -- _tEthics and Celebrity Advertising : Cases in the Indian Advertising Industry / _rGurbir Singh and Abhishek Mishra. |
| 504 | _aIncludes bibliographical references and index. | ||
| 590 | _aAdded to collection customer.56279.3 | ||
| 650 | 0 |
_aMarketing _xMoral and ethical aspects. |
|
| 650 | 0 |
_aBranding (Marketing) _xMoral and ethical aspects. |
|
| 650 | 6 |
_aMarketing _xAspect moral. |
|
| 650 | 6 |
_aStratégie de marque _xAspect moral. |
|
| 650 | 7 |
_aBUSINESS & ECONOMICS _xBusiness Ethics. _2bisacsh |
|
| 650 | 7 |
_aBUSINESS & ECONOMICS _xMarketing _xGeneral. _2bisacsh |
|
| 650 | 7 |
_aBUSINESS & ECONOMICS _xManagement. _2bisacsh |
|
| 650 | 7 |
_aMarketing _xMoral and ethical aspects _2fast |
|
| 650 | 7 |
_aEthik _2gnd |
|
| 650 | 7 |
_aMarketing _2gnd |
|
| 700 | 1 |
_aGringarten, Hagai, _eeditor. |
|
| 700 | 1 |
_aFernández-Calienes, Rául, _eeditor. |
|
| 776 | 0 | 8 |
_iPrint version: _tEthical branding and marketing. _dNew York, NY : Routledge, Taylor & Francis Group 2019 _z9781138337275 _w(DLC) 2019004478 |
| 830 | 0 | _aRoutledge advances in management and business studies. | |
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