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Ethical marketing and the new consumer / Chris Arnold.

By: Material type: TextTextPublisher: Chichester, U.K. : Wiley, 2009Description: xv, 272 pages : illustrations ; 21 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0470743026
  • 9780470743027
Subject(s): DDC classification:
  • 658.8 22
LOC classification:
  • HF5415 .A743 2009
Contents:
1. Introduction -- 2. The Power of Brand Ethos -- 3. Ethical - Reality or a Brand Image? -- 4. Churn and the Disposable Society -- 5. Bad Tasting Medicine -- 6. It's Not What You Say But What You Do -- 7. Brand Terrorism -- 8. Survival and Security -- 9. Engaging the Consumer, Sharing Responsibility -- 10. Finding Reasons to Buy -- 11. Research and Surveys -- 12. The Business and Religion of Ethics -- 13. Fairtrade -- 100. yellow bananas, hanging on the tree -- 14. Food Waste and Recycling -- 15. Recycling for Resale -- 16. Turning Recycling into Good Marketing -- 17. The Ethical Sphere -- 18. Language and Persuasion -- 19. How to be a Creative Marketer -- 20. Fat and Fit - Obesity and Health -- 21. Selling Ethical Behaviour -- 22. From Brand Values to Brand Value -- 23. Fast Fashion -- 24. Washing Green -- 25. Green Insurance and Finance -- 26. Bonus Chapters and Website.
Summary: "Vital tactics and strategies for marketers who want to connect with the ethical values of consumers Consumers today face more ethical buying decisions than ever before. Particularly those consumers who feel strongly about the environment often treat buying green as an ethical and moral imperative. Empowered, informed, and willing to make a political point with their dollars, these consumers are calling the shots. Brands need to pay attention and learn to market to them. Ethical Marketing and the New Consumer explores and explains the various types of consumers and mindsets and presents techniques and channels to the ethical consumer market. The author identifies 50 ethical values that matter to consumers and uses case studies to show how great brands are winning over ethical consumers - or losing them ."--Publisher's website.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8 ARN (Browse shelf(Opens below)) 1 Claims returned Issued 12/10/2024 A378871B

Includes bibliographical references and index.

1. Introduction -- 2. The Power of Brand Ethos -- 3. Ethical - Reality or a Brand Image? -- 4. Churn and the Disposable Society -- 5. Bad Tasting Medicine -- 6. It's Not What You Say But What You Do -- 7. Brand Terrorism -- 8. Survival and Security -- 9. Engaging the Consumer, Sharing Responsibility -- 10. Finding Reasons to Buy -- 11. Research and Surveys -- 12. The Business and Religion of Ethics -- 13. Fairtrade -- 100. yellow bananas, hanging on the tree -- 14. Food Waste and Recycling -- 15. Recycling for Resale -- 16. Turning Recycling into Good Marketing -- 17. The Ethical Sphere -- 18. Language and Persuasion -- 19. How to be a Creative Marketer -- 20. Fat and Fit - Obesity and Health -- 21. Selling Ethical Behaviour -- 22. From Brand Values to Brand Value -- 23. Fast Fashion -- 24. Washing Green -- 25. Green Insurance and Finance -- 26. Bonus Chapters and Website.

"Vital tactics and strategies for marketers who want to connect with the ethical values of consumers Consumers today face more ethical buying decisions than ever before. Particularly those consumers who feel strongly about the environment often treat buying green as an ethical and moral imperative. Empowered, informed, and willing to make a political point with their dollars, these consumers are calling the shots. Brands need to pay attention and learn to market to them. Ethical Marketing and the New Consumer explores and explains the various types of consumers and mindsets and presents techniques and channels to the ethical consumer market. The author identifies 50 ethical values that matter to consumers and uses case studies to show how great brands are winning over ethical consumers - or losing them ."--Publisher's website.

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