Ethical marketing and the new consumer

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Title:

Author:

Arnold, Chris.

ISBN:

9780470743027

Personal Author:

Arnold, Chris.

Publication Information:

Chichester, U.K. : Wiley, 2009.

Physical Description:

xv, 272 p. : ill. ; 21 cm.

Contents:

The power of brand ethos -- Ethical : reality or a brand image? -- Churn and the disposable society -- Bad tasting medicine -- It's not what you say but what you do -- Brand terrorism -- Survival and security -- Engaging the consumer, sharing responsibility -- Finding reasons to buy -- Research and surveys -- The business and religion of ethics -- Fairtrade -- Food waste and recycling -- Recycling for resale -- Turning recycling into good marketing -- The ethical sphere -- Language and persuasion -- How to be a creative marketer -- Fat and fit : obesity and health -- Selling ethical behaviour -- From brand values to brand value -- Fast fashion -- Washing green -- Green insurance and finance.

Abstract:

Ethical marketing isn't just about environmentalism, it's far bigger than that. This book challenges a lot of conventional thinking and introduces you to a wider range of ethics and the many types of ethical consumers. --from publisher description

Subject Term:

Marketing -- Moral and ethical aspects.

New Age consumers.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025527447	658.8 A752E 2009	1	Searching... Unknown

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Summary

What was once just the desire of a few has now become a mass movement. The everyday shopper may still be searching out the value items but now they are also questioning the ethics of products and brands. Ethical products are increasing in sales year on year and those brands that have ignored it as a value are paying in reduced sales.

Empowered, the new consumer is using the pound in their pocket to make a point not just a purchase.

But ethical marketing isn't just about environmentalism, it's far bigger than that. This book challenges a lot of conventional thinking and introduces you to a wider range of ethics and the many types of ethical consumers.

As a brand manager or producer, it'll give you useful tools to help you understand your Key Ethical Values. How to market and sell them.

It'll blow away a few myths and probably surprise you with a few new facts and statistics. It looks at the positive and negative sides of big brands. And how to avoid greenwash, ethicalwash and becoming a victim of Brand Terrorism.

A must for anyone in the eco-ethical market or who wants to enter it. An essential guide to understanding the new consumer and why they buy, what they buy and what they don't.

The book comes with a support website -www.ecoethicalmarketing.info - to allow comment, feedback, links and brands to publish their own case studies.