Description

Book Synopsis
Every marketing manager is looking for a way to make their brand out perform the rest, to have more market share and a longer shelf life. Research has shown that what Michael Willmott calls "Citizen Brands" will be more commercially successful than those that do not take on board societal trends.

Table of Contents
Acknowledgements.

Introduction.

The Case for Citizen Brands.

Brands, Citizenship and Consumers.

Beyond Philanthropy - Searching for a New Consensus.

A Model for Citizen Brands: Why it Works.

Peace and Plenty: Understanding the Impact of the New Political Economy.

Beyond 'Endism' - The Social Side of Technology.

Coping with Choice.

Surviving a Culture of Fear.

So-So Logo - The Increasing Cynicism of Consumers.

Butterfly Consumers.

Becoming a Citizen Brand.

Notes.

Index.

Citizen Brands Putting Society at the Heart of

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    A Paperback / softback by Michael Willmott

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      Publisher: John Wiley & Sons Inc
      Publication Date: Publication Date: 25/02/2003
      ISBN13: 9780470853580, 978-0470853580
      ISBN10: 0470853581

      Description

      Book Synopsis
      Every marketing manager is looking for a way to make their brand out perform the rest, to have more market share and a longer shelf life. Research has shown that what Michael Willmott calls "Citizen Brands" will be more commercially successful than those that do not take on board societal trends.

      Table of Contents
      Acknowledgements.

      Introduction.

      The Case for Citizen Brands.

      Brands, Citizenship and Consumers.

      Beyond Philanthropy - Searching for a New Consensus.

      A Model for Citizen Brands: Why it Works.

      Peace and Plenty: Understanding the Impact of the New Political Economy.

      Beyond 'Endism' - The Social Side of Technology.

      Coping with Choice.

      Surviving a Culture of Fear.

      So-So Logo - The Increasing Cynicism of Consumers.

      Butterfly Consumers.

      Becoming a Citizen Brand.

      Notes.

      Index.

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