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The New Brand Spirit : How Communicating Sustainability Builds Brands, Reputations and Profit. 新しいブランド精神－持続可能性のコミュニケーションが いかにブランド、評判、収益を生み出すか－
・ISBN 978-0-566-09244-2 2013 hard GB£ 171.99
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お気に入り
★★★
・ISBN 978-1-032-83842-7 2024 paper GB£ 42.99
￥13,619.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
お気に入り
★★★
電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-315-55524-9
| 著者・編者 | Conrad, Christian / Thompson, M. E., |
|---|---|
| 出版社 | (Gower, UK) |
| ページ数 | 348 pp. |
| 言語 | ENG |
| ニュース番号 | ＜609-693 574-599＞ |
解説
Effective sustainability communication can deliver business value. Get it wrong, however, and the reputational damage will be costly. Stakeholders, and the general public as well as activists, are unforgiving of companies whose products, services, business practices or culture fall short of their socially responsible rhetoric. Based on close to one hundred in-depth interviews with leading experts, Christian Conrad and Marjorie Thompson's The New Brand Spirit helps corporate communications and marketing professionals tackle this conundrum by providing a first-hand view of eight distinct and relevant stakeholder perspectives. Nineteen comprehensive and well-researched best practice cases from sustainability leaders like IBM, Unilever, Marks & Spencer and Puma will inspire all those tasked with communicating sustainability with practical and applicable tools and lessons learned. The result is a book that will enable senior executives, corporate communication professionals and brand managers to decide when, to whom and how to communicate sustainability related messages - and when not to.