Ethical branding and marketing : cases and lessons / edited by Hagai Gringarten and Raúl Fernández-Calienes.

Format:

Book

Contributor:

Gringarten, Hagai, editor.

Fernández-Calienes, Rául, editor.

Series:

Routledge advances in management and business studies.

Routledge advances in management and business studies

Language:

English

Subjects (All):

Marketing--Moral and ethical aspects.

Marketing.

Branding (Marketing)--Moral and ethical aspects.

Branding (Marketing).

Physical Description:

1 online resource (213 pages).

Edition:

1st ed.

Place of Publication:

New York, NY : Routledge, 2019.

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:

Cover; Half Title; Series Page; Title Page; Copyright Page; Dedication; Contents; List of "Check Your Understanding"; Preface; Acknowledgements; 1 Older Adults, Aggressive Marketing, and Unethical Behavior: A Sure Road to Financial Fraud?; 2 Twitter Me This: Fake News, Real Issues, and the Twitter Presidency; 3 Ethical Branding in Franchising: Implications for Brand Values and Corporate Culture; 4 Lessons from the Housing Crisis Support a Formal Fiduciary Standard in For-Profit Higher Education; 5 Bayer, Ethics, and the Anthrax Scare: Leveraging National Crisis for a Public Relations Bonanza

6 Is Academe Cheapened by Branding: Universities and Programs?7 Ethical Branding, Homeowner Associations, and Judicial Review Using a Socially Responsible: Administrative Law "Hard-Look" Standard; 8 Ethical Branding Best Practices: A Study of Fabindia in the Context of Social Business; 9 Happy Brands and Ethical Implications; 10 Slavery, Chocolate, and Artificial Intelligence: Brands Ethical Dilemmas in a Modern World; 11 Jardine Matheson: Drugs, War, and Empire; 12 Ethics and Celebrity Advertising: Cases in the Indian Advertising Industry; List of Contributors; Further Readings; Index

Notes:

Description based on print version record.

Includes index.

ISBN:

9780429809330

0429809336

9780429442520

0429442521

9780429809347

0429809344

OCLC:

1097665217