Navigating Brand Activism - Sheth, Jag;Uslay, Can
123,99 €
inkl. MwSt.
Versandkostenfrei*
Versandfertig in 6-10 Tagen
payback
62 °P sammeln
  • Gebundenes Buch

In a world where brands are no longer just selling but also taking a stand, Navigating Brand Activism, written by leading thinkers of the marketing world, is your guide to the fascinating, messy, and at times, head-shaking world of brand activism. This groundbreaking book delves into the motivations behind this movement, dissects potential pitfalls, and celebrates triumphs. This book is for anyone who wants to understand: Why some purpose-driven brands are winning hearts, minds, and market shareHow to differentiate your brand in a crowded marketplace through activismHow to spot authentic…mehr

Andere Kunden interessierten sich auch für
Produktbeschreibung
In a world where brands are no longer just selling but also taking a stand, Navigating Brand Activism, written by leading thinkers of the marketing world, is your guide to the fascinating, messy, and at times, head-shaking world of brand activism. This groundbreaking book delves into the motivations behind this movement, dissects potential pitfalls, and celebrates triumphs. This book is for anyone who wants to understand:
Why some purpose-driven brands are winning hearts, minds, and market shareHow to differentiate your brand in a crowded marketplace through activismHow to spot authentic activism from mere marketing ploysThe future of brand activism and its potential to create a better worldThe potential downsides of brand activism, including political backlash, consumer boycotts, and brand dilutionMost importantly, when and when not to engage in brand activism.
Whether you're a business leader, a conscious consumer, or simply curious about this evolving landscape, thisbook will challenge, inspire, and empower you to navigate the world of woke washing and genuine advocacy.
Autorenporträt
Jag Sheth, Charles H. Kellstadt Professor of Marketing at Goizueta Business School at Emory University, is a globally recognized marketing luminary. With over 350 publications, he is the recipient of all four top awards from the American Marketing Association (AMA), and the Padma Bhushan (2020), the highest civilian honor bestowed by the Government of India. He has also served as an advisor to numerous corporations and governments worldwide. Can Uslay is Professor of Marketing and Director of the Center for Marketing Advantage, Advancement, and Action at Rutgers Business School. He is a recipient of the Chancellor's Award, WDI Global Case Writing Competition Award, Scudder Award, MAACBA Teaching Innovation Award, AMA EMSIG Hills Best Paper and Abdul Ali Promising Research Awards, and several Dean's awards for outstanding scholarship, teaching, and service.