Ethical Branding and Marketing
eBook - ePub

Ethical Branding and Marketing

Cases and Lessons

  1. 196 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Ethical Branding and Marketing

Cases and Lessons

About this book

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.

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Yes, you can access Ethical Branding and Marketing by Hagai Gringarten, Raúl Fernández-Calienes, Hagai Gringarten,Raúl Fernández-Calienes in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2019
Print ISBN
9781138337275
eBook ISBN
9780429809330
Topic
Business
Subtopic
Business General
Index
Business

Table of contents

  1. Cover
  2. Half Title
  3. Series Page
  4. Title Page
  5. Copyright Page
  6. Dedication Page
  7. Table of Contents
  8. List of “Check Your Understanding”
  9. Preface
  10. Acknowledgments
  11. 1 Older Adults, Aggressive Marketing, and Unethical Behavior: A Sure Road to Financial Fraud?
  12. 2 Twitter Me This: Fake News, Real Issues, and the Twitter Presidency
  13. 3 Ethical Branding in Franchising: Implications for Brand Values and Corporate Culture
  14. 4 Lessons from the Housing Crisis Support a Formal Fiduciary Standard in For-Profit Higher Education
  15. 5 Bayer, Ethics, and the Anthrax Scare: Leveraging National Crisis for a Public Relations Bonanza
  16. 6 Is Academe Cheapened by Branding: Universities and Programs?
  17. 7 Ethical Branding, Homeowner Associations, and Judicial Review Using a Socially Responsible: Administrative Law “Hard-Look” Standard
  18. 8 Ethical Branding Best Practices: A Study of Fabindia in the Context of Social Business
  19. 9 Happy Brands and Ethical Implications
  20. 10 Slavery, Chocolate, and Artificial Intelligence: Brands Ethical Dilemmas in a Modern World
  21. 11 Jardine Matheson: Drugs, War, and Empire
  22. 12 Ethics and Celebrity Advertising: Cases in the Indian Advertising Industry
  23. List of Contributors
  24. Further Readings
  25. Index