The new brand spirit how communicating sustainability builds brands, reputations and profits / Christian Conrad and Marjorie Ellis Thompson.

Author/creator Conrad, Christian A., 1966-
Other author Thompson, Marjorie, 1957-
Format Electronic
Publication InfoFarnham Surrey ; Burlington, VT USA : Gower, [2013]
Descriptionxxiii, 323 pages : illustrations ; 25 cm
Supplemental ContentFull text available from Ebook Central - Academic Complete
Subjects
Social marketing.
Sustainable development--Social aspects.
Social responsibility of business.

Contents Foreword / from Hamish Pingle -- Notes on contributors -- Introduction -- The interviews -- Communicating corporate sustainability : the civil society perspective -- Communicating corporate sustainability : the public sector perspective -- Communicating corporate sustainability : the supplier perspective -- Communicating corporate sustainability : the employee perspective -- Communicating corporate sustainability : the customer perspective -- Sustainable consumption and the social responsibility of marketers and advertisers -- Communicating corporate sustainability : the shareholder perspective -- Communicating CSR : the media perspective -- Communicating CSR the academic and expert perspective -- The best practice cases -- The civil society perspective : best practice cases -- Best practice case 1: Lifebuoy's global handwashing behaviour change programmes -- Best practice case 2: Fairtrade -- The public sector perspective : best practice cases -- Best practice case 3: German bio label -- Best practice case 4: The French environmental labeling experiment -- The supplier perspective : best practice cases -- The employee perspective : best practice cases -- The customer perspective : best practice cases -- Sustainable consumption and the social responsibility of marketers and advertisers : best practice cases -- The shareholder perspective : best practice cases -- The media perspective : best practice cases -- The academic and expert perspective : best practice cases -- Best practice : two benchmark cases for communicating corporate sustainability -- Summary and outlook -- The 10 commandments of effective communication -- Appendices -- Appendix I: Summary charts -- Appendix II: List of interviewees -- Index.
Bibliography noteIncludes bibliographical references and index.
Access restrictionAvailable only to authorized users.
Technical detailsMode of access: World Wide Web
Genre/formElectronic books.
LCCN 2013020293
ISBN9780566092442 (hbk)
ISBN0566092441 (hbk)

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Electronic Resources Access Content Online ✔ Available