{"product_id":"citizen-brands-putting-society-at-the-heart-of-your-business-9780471492122","title":"Citizen Brands  Putting Society at the Heart of Your Business","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eEvery 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"...Willmott argues his corner well...\"\u003cbr\u003e (Irish Times, 3rd August 2001)  \u003cp\u003e\"...Citizen Brands should be read by everyone involved in long-term business strategy and marketing....\"\u003cbr\u003e (Marketing 20 September 2001)\u003c\/p\u003e \u003cp\u003e\"...helpful summaries at the end of each chapter.....a sound and thoughtful book which will make interesting reading...\"\u003cbr\u003e (Corporate Citizen, 1 September 2001)\u003c\/p\u003e \u003cp\u003e\"…clearly argued…Wilmott presents a convincing model…\" (Marketer, January 2005)\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eAcknowledgements.\u003cbr\u003e \u003cbr\u003e Introduction.\u003cbr\u003e \u003cbr\u003e The Case for Citizen Brands.\u003cbr\u003e \u003cbr\u003e Brands, Citizenship and Consumers.\u003cbr\u003e \u003cbr\u003e Beyond Philanthropy -\u003cbr\u003e Searching for a New Consensus.\u003cbr\u003e \u003cbr\u003e A Model for Citizen Brands: Why it Works.\u003cbr\u003e \u003cbr\u003e Peace and Plenty: Understanding the Impact of the New Political Economy.\u003cbr\u003e \u003cbr\u003e Beyond 'Endism' -\u003cbr\u003e The Social Side of Technology.\u003cbr\u003e \u003cbr\u003e Coping with Choice.\u003cbr\u003e \u003cbr\u003e Surviving a Culture of Fear.\u003cbr\u003e \u003cbr\u003e So-So Logo -\u003cbr\u003e The Increasing Cynicism of Consumers.\u003cbr\u003e \u003cbr\u003e Butterfly Consumers.\u003cbr\u003e \u003cbr\u003e Becoming a Citizen Brand.\u003cbr\u003e \u003cbr\u003e Notes.\u003cbr\u003e \u003cbr\u003e Index.","brand":"John Wiley \u0026 Sons","offers":[{"title":"Default Title","offer_id":53515428561239,"sku":"9780471492122","price":35.99,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/bookcurl.com\/products\/citizen-brands-putting-society-at-the-heart-of-your-business-9780471492122","provider":"Book Curl","version":"1.0","type":"link"}