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Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands by Nicholas Ind (Hardcover, 2003)

The_Book_Fountain (183542)

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About this product

Product Information

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.

Product Identifiers

PublisherKogan Page Ltd

ISBN-139780749441159

eBay Product ID (ePID)95468452

Product Key Features

Number of Pages254 Pages

Publication NameBeyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands

LanguageEnglish

SubjectMarketing, Business

Publication Year2003

TypeTextbook

AuthorNicholas Ind

FormatHardcover

Dimensions

Item Height241 mm

Item Weight527 g

Item Width160 mm

Additional Product Features

Country/Region of ManufactureUnited Kingdom

Title_AuthorNicholas Ind