.

0 (hodnocen0 x )

EB

ONLINE

Chichester, U.K. : Wiley, 2009

1 online resource (xv, 272 p.) : ill

ISBN 0470743026 (cloth)

ISBN 9780470743027 (cloth)

Includes bibliographical references and index

The power of brand ethos -- Ethical : reality or a brand image? -- Churn and the disposable society -- Bad tasting medicine -- It’s not what you say but what you do -- Brand terrorism -- Survival and security -- Engaging the consumer, sharing responsibility -- Finding reasons to buy -- Research and surveys -- The business and religion of ethics -- Fairtrade -- Food waste and recycling -- Recycling for resale -- Turning recycling into good marketing -- The ethical sphere -- Language and persuasion -- How to be a creative marketer -- Fat and fit : obesity and health -- Selling ethical behaviour -- From brand values to brand value -- Fast fashion -- Washing green -- Green insurance and finance.

Ethical marketing isn’t just about environmentalism, it’s far bigger than that. This book challenges a lot of conventional thinking and introduces you to a wider range of ethics and the many types of ethical consumers. --from publisher description..

Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries

001712973

full

(Au-PeEL)EBL480454

(CaONFJC)MIL248310

(CaPaEBR)ebr10361085

(MiAaPQ)EBC480454

(OCoLC)656140895

GBA904286