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Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit

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Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit

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Binding: Hardcover
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Good works are no longer optional. For many businesses, success comes in unexpected ways. Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia's profits have climbed year after year even as it funnels heavy investments into sustainability. And it's not just millennials rewarding companies with causes. In every age group, people commit to brands that show good citizenship. From CVS's destocking cigarettes to Chipotle's ethical sourcing, people want to see fair employment practices, social responsibility, and charitable giving - and they quickly call out negligence. Based on extensive research with thousands of consumers, Do Good documents this sea change and explains how to embed social consciousness into a company's DNA.

Packed with examples and original data, the five-step model highlights the new rules of business:

* TRUST: Deliver on promises
* ENRICHMENT: Make daily life easier or more inspiring
* RESPONSIBILITY: Treat people and the environment with respect
* COMMUNITY: Mirror values shared by customers, employees, and partners
* CONTRIBUTION: Make a difference in the world.

Buyers today demand more than half-hearted pledges. By actively linking great brands with higher purposes, companies capture both markets and hearts.

NOTE: This title is a Bargain Book Copy, purchased direct from the publisher or distributor as excess inventory or a store return. The book is in new condition and will, in most cases, have a small dot or line on the edge of the book. It may also have a price sticker on it from the original store it was returned from. In a rare case the actual cover for a book might not match the one in the display picture. For more information please refer to the information page Our Product.

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ISBN: 9780814438398
Publisher: AMACOM
Language: English
Page Count: 294
Size: 9.50" l x 6.50" w x 1.00"
Series: N/A