株式会社極東書店トップ ＞ 商品一覧 ＞ Beyond Branding : How the New Values of Transparency and Integrity Are Changing the World of Brands.
商品詳細
解説
The book explores responsibility in the context of brands: why do some brands behave ethically and others not? Why do some brands engage their employees and others manipulate them? Based on contemporary research and using international case studies, the contributors cover: new ways to measure value; the responsible use of power; leadership and how it can balance ethics, reality and vision; authenticity; the role of NGOs; engaging consumers in ethical issues; and the business benefits of "open" branding.