Citizen Brands
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Описание:
In a world where consumers are becoming more fickle and more demanding the task facing companies and brands is daunting– how to build and maintain reputation, trust and loyalty. Recent high profile corporate scandals have fuelled consumer cynicism over the motives of companies and their executives – what exactly do companies stand for and how do they relate to society as a whole? In order to build competitive and sustainable brands, companies need to understand the mindset, apprehensions and concerns of the consuming public by engaging in a much more proactive way with society and its citizens. They need to become Citizen Brands – building up a stock of goodwill and trust to maintain their reputation inthe challenging and uncertain times head. Michael Willmott presents a compelling and persuasive argument – based upon an impressive array of supporting evidence – that being a better corporate citizen is the right business call. He specifically illustrates the crucial role of...Похожие книги
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