| Description |
1 online resource |
| Series |
Routledge advances in management and business studies |
|
Routledge advances in management and business studies.
|
| Note |
Includes index. |
| Summary |
Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself. In a contemporary environment of "truthiness" and fake news, it is more important than ever to review core principles of ethics and to reassess how these principles apply to today's branding and marketing practices. This book addresses practices in ethical branding and corporate culture. It includes such topics as truth, integrity, value, vulnerability, and differentiation. Collectively, these cases provide a contemporary overview of intriguing scenarios and best practices in ethical branding. The book provides the reader with real, updated insight into ethical decision making; helps students integrate ethics, branding strategy, and real life, complex situations into an effective learning process; and provides the reader with up-to-date ethical branding cases from around the world |
| Contents |
Older adults, aggressive marketing, and unethical behavior : a sure road to financial fraud? / Ya'akov M. Bayer -- Twitter me this : fake news, real issues, and the twitter presidency / Thomas F. Brezenski -- Ethical branding in franchising : implications for brand values and corporate culture / Antonella Capriello and Rohail Hassan -- Lessons from the housing crisis support a formal fiduciary standard in for-profit higher education / Robert J. Foran -- Bayer, ethics, and the anthrax scare : leveraging national crisis for a public relations bonanza / Hagai Gringarten -- Is academe cheapened by branding : universities and programs? / Larry Hubbell -- Ethical branding, homeowners associations, and judicial review using a socially responsible : administrative law "hard-look" standard / Jeffrey Kleeger -- Ethical branding best practices : a study of Fabindia in the context of social business / Dinesh Kumar and Punam Gupta -- Happy Brands and Ethical Implications / Wonkyong Beth Lee and Timothy Dewhirst -- Slavery, Chocolate, and Artificial Intelligence : Brands Ethical Dilemmas in a Modern World / Nellie Munin -- Jardine Matheson : Drugs, War, and Empire / Stan Neal -- Ethics and Celebrity Advertising : Cases in the Indian Advertising Industry / Gurbir Singh and Abhishek Mishra. |
| Bibliography |
Includes bibliographical references and index. |
| Subject |
Marketing -- Moral and ethical aspects.
|
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Branding (Marketing) -- Moral and ethical aspects.
|
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Marketing -- Aspect moral. |
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Stratégie de marque -- Aspect moral. |
|
Marketing -- Moral and ethical aspects |
|
Ethik |
|
Marketing |
| Added Author |
Gringarten, Hagai, editor.
|
|
Fernández-Calienes, Rául, editor.
|
| Other Form: |
Print version: Ethical branding and marketing. New York, NY : Routledge, Taylor & Francis Group 2019 9781138337275 (DLC) 2019004478 |
| ISBN |
9780429442520 (ebook) |
|
0429442521 |
|
9780429809330 (ebook) |
|
0429809336 |
|
9780429809347 (electronic bk. ; PDF) |
|
0429809344 (electronic bk. ; PDF) |
|
9780429809323 (electronic bk. ; Mobipocket) |
|
0429809328 (electronic bk. ; Mobipocket) |
|
(hardback) |
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