Description

Book Synopsis
Give to get! Your company’s generosity can actually INCREASE your profits, not take away from them.

Table of Contents

Introduction 1

PART I: IT'S A BRAVE NEW WORLD

CHAPTER 1: The New Demand That Brands Make a Difference 13

CHAPTER 2: Balancing Social and Financial Values: The New Brand and Business Equation 30

CHAPTER 3: Brand Citizenship: The Consumer-First Model for Doing Good and Doing Well 52

PART II: THE PATH OF BRAND CITIZENSHIP

CHAPTER 4: Trust 77

CHAPTER 5: Enrichment: Enhance Daily Life 113

CHAPTER 6: Responsibility: Behave Fairly 147

CHAPTER 7: Community: Connect Me 184

CHAPTER 8: Contribution: Make Me Bigger Than I Am 214

PART III: CHOOSING CHANGE

CHAPTER 9: Stepping Forward into Brand Citizenship 241

ENDNOTES 259

INDEX 287

DO GOOD

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    A Hardback by Anne Bahr Thompson

    10 in stock

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      Publisher: HarperCollins Focus
      Publication Date: Publication Date: 16/03/2018
      ISBN13: 9780814438398, 978-0814438398
      ISBN10: 0814438393
      Also in:
      Environmental economics Finance and accounting Management and management techniques

      Description

      Book Synopsis
      Give to get! Your company’s generosity can actually INCREASE your profits, not take away from them.

      Table of Contents

      Introduction 1

      PART I: IT'S A BRAVE NEW WORLD

      CHAPTER 1: The New Demand That Brands Make a Difference 13

      CHAPTER 2: Balancing Social and Financial Values: The New Brand and Business Equation 30

      CHAPTER 3: Brand Citizenship: The Consumer-First Model for Doing Good and Doing Well 52

      PART II: THE PATH OF BRAND CITIZENSHIP

      CHAPTER 4: Trust 77

      CHAPTER 5: Enrichment: Enhance Daily Life 113

      CHAPTER 6: Responsibility: Behave Fairly 147

      CHAPTER 7: Community: Connect Me 184

      CHAPTER 8: Contribution: Make Me Bigger Than I Am 214

      PART III: CHOOSING CHANGE

      CHAPTER 9: Stepping Forward into Brand Citizenship 241

      ENDNOTES 259

      INDEX 287

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