The new brand spirit : how communicating sustainability builds brands, reputations and profits

XXIII, 323 S.

Ill., graph. Darst.

25 cm

Foreword / from Hamish PingleNotes 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.

Erscheinungsjahr in Vorlageform:2013

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