Cover image for
Title:
Do good : embracing brand citizenship to fuel both purpose and profit / Anne Bahr Thompson.
Author:
Thompson, Anne Bahr, author.
Publication Information:
New York, NY : AMACOM, American Management Association, [2018]

©2018
Call Number:
HD60 .T484 2018
ISBN:
9780814438398
Physical Description:
vii, 294 pages : illustrations ; 24 cm
Contents:
Pt. I. It's a brave new world. The new demand that brands make a difference -- Balancing social and financial values : the new brand and business equation -- Brand citizenship : the consumer-first model for doing good and doing well -- pt. II. The path of brand citizenship. Trust: don't let me down -- Enrichment : dnhance daily life -- Responsibility : behave fairly -- Community: connect me -- Contribution : make me bigger than I am -- pt. III. Choosing change. Stepping forward into brand citizenship.
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