Citizen Brands - Putting Society At the Heart of Your Business

Research has shown that what Michael Willmott calls "citizen brands" will be more commercially successful than those that do not take on board societal trends. This title on the subject is backed-up with in-depth research and illustrated with relevant cases and examples.

List of contents

Acknowledgements.
 
Introduction.
 
The Case for Citizen Brands.
 
Brands, Citizenship and Consumers.
 
Beyond Philanthropy - Searching for a New Consensus.
 
A Model for Citizen Brands: Why it Works.
 
Peace and Plenty: Understanding the Impact of the New Political Economy.
 
Beyond 'Endism' - The Social Side of Technology.
 
Coping with Choice.
 
Surviving a Culture of Fear.
 
So-So Logo - The Increasing Cynicism of Consumers.
 
Butterfly Consumers.
 
Becoming a Citizen Brand.
 
Notes.
 
Index.

Product details

• Authors: M Willmott, Michael Willmott, Willmott Michael
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 25.02.2003
• EAN: 9780470853580
• ISBN: 978-0-470-85358-0
• No. of pages: 272
• Subjects: Social sciences, law, business > Business > Management; Ratgeber Wirtschaft, Business & management, Sales and marketing, Sales and marketing management, Wirtschaft u. Management, Business Self-Help, Wirtschaft /Ratgeber