1. ERKENNTNIS: Nachhaltigkeit versus Greenwashing -- 2. STRATEGIE: ein wirkungsorientiertes Denkmodell + Die …In diesem Buch erfahren Sie, wie Sie eine fundierte Nachhaltigkeitsstrategie für Ihre Marke und Ihr Unternehmen …. Nachhaltigkeit ist KEIN Buzzword! Im Gegenteil: Es macht sehr viel Sinn, dass wir uns – und zwar alle – überlegen, was unser …

The book provides an overview of socially responsible consumption and marketing, as well as a collection of teaching … understand the practice of marketing in bringing about positive social change through real-life case studies. Consumption by … marketing strategies. It seeks to comprehend how people consume and how socially responsible consumption is conceived. The case …

Theoretical Background: Introduction to Cause-Related Marketing -- Environmental Causes: Green Cause-Related Marketing … Bosques: "Leave Your Mark, a Reserve for More Reserves". Marketing Campaign to Recover Forests from Agentine Chaco -- The … Tensions in Cause-Related Marketing for Global Sustainability -- Social Causes (I): Covering Basic Needs: "Lighting Up Lives …

1. Marketing Communications and Brand Development in A Changing World – Introduction, Issues and Perspectives -- 2 …. SMEs Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging … Economy -- 3. Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the …

1. Traditional and Contemporary Notions of Marketing Communications -- 2. Power Shift: Analyzing the Changing Role of … Public Relations in the Mar-keting Mix -- 3. Marketing Communication Planning for SMEs in Emerging Markets -- 4 … Marketing Communications practice: Evidence from rural and community banks -- 7. Exploring Drivers of Performance in Advertising …

their rapidly changing business, management and marketing strategies. This book explores the way modern nation states are …

This book addresses the rising concept of 21st century societal marketing which entails that marketers should fulfill … different issues related to ethics, social responsibility and sustainability in marketing and presents different cases and … improve the role of marketing in helping to the development and well-being of the society …