Christian Conrad, Marjorie Ellis Thompson

The New Brand Spirit (eBook, PDF)

How Communicating Sustainability Builds Brands, Reputations and Profits

• Format: PDF

Produktbeschreibung

The core idea of The New Brand Spirit is to let stakeholders do the talking. Conrad and Thompson have interviewed close to 100 leading practitioners from eight different stakeholder perspectives, including NGOs, shareholders and supply chain. It provides an overview of the state-of-the art of CSR and sustainability communications from the frontlines of business, government and civil society. What makes the book unique and extremely useful is that it combines this helicopter view with 19 comprehensive and insightful case studies. It is both inspirational and extremely practical.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 350
• Erscheinungstermin: 3. März 2016
• Englisch
• ISBN-13: 9781317023050
• Artikelnr.: 44864215

Autorenporträt

Christian Conrad is Managing Partner of Sustainability Consultancy brands & values, which he co-founded in 2004 and supports clients in developing sustainability strategies, implementing them into the business and communicating them to stakeholders. In a consumer marketing career of more than 10 years, he worked for blue chip brands such as Kellogg¿s, where he was Marketing Director, and Unilever. He holds a degree in economics from the University of Mannheim, Germany. Marjorie E. Thompson is Managing director of C-3i, a communications consultancy she founded in 2002.. She has previously worked for some of Britain¿s most famous brands including Saatchi and Saatchi, the Commission for Racial Equality, The Royal College of Nursing and The Campaign for Nuclear Disarmament. With Hamish Pringle she is the author of Brand Spirit, a bestselling Amazon Business Book of the Year.

Inhaltsangabe

I: The Interviews; 1: Communicating Sustainability
EUR" the Civil Society Perspective; 2: Communicating Sustainability
EUR" the Public Sector Perspective; 3: Communicating Sustainability
EUR" the Supplier Perspective; 4: Communicating Sustainability
EUR" the Employee Perspective; 5: Communicating Sustainability to Customers and Consumers; 6: Sustainable Consumption and the Social Responsibility of Marketers and Advertisers; 7: Communicating Sustainability
EUR" the Shareholder Perspective; 8: Communicating Sustainability
EUR" the Media Perspective; 9: Communicating Sustainability
EUR" the Academic and Expert Perspective; II: The Cases; 10: The Civil Society Perspective
EUR" Best Practice Cases; 11: The Public Sector Perspective
EUR" Best Practice Cases; 12: The Supplier Perspective
EUR" Best Practice Cases; 13: The Employee Perspective
EUR" Best Practice Cases; 14: The Customer Perspective
EUR" Best Practice Cases; 15: Sustainable Consumption and the Social Responsibility of Marketers and Advertisers
EUR" Best Practice Cases; 16: The Shareholder Perspective
EUR" Best Practice Case; 17: The Media Perspective
EUR" Best Practice Case; 18: The Academic and Expert Perspective
EUR" Best Practice Cases; 19: Best Practice
EUR" Two Benchmark Cases for Communicating Corporate Sustainability; III: Summary and Outlook