Format:
XII, 284 Seiten
,
21,5 cm
ISBN:
9780749482817
,
9780749482824
Content:
Introduction: brands are built on trust -- Alternative facts and the war on truth -- Privacy as a human right -- and a tradable asset -- #skipad vs connections with meaning -- Conscious capitalism and brand activism -- Price, provenance and transparency -- Makers, innovators and outsiders -- Reputation capital and national branding -- The marketing of culture -- Truth, lies and advertising -- Summary: the post-truth brand manifesto -- References -- Index
Note:
Literaturverzeichnis Seite 237-271
,
Chapter – 0: Introduction - Brands are built on trust;Chapter - Chapter – 1: Alternative Facts – and the War on Truth;Chapter - Chapter – 2: Privacy as a Human Right – and a Tradable Asset;Chapter - Chapter – 3: #SkipAd vs Connections with Meaning;Chapter - Chapter – 4: Conscious Capitalism and Brand Activism;Chapter - Chapter – 5: Price, Provenance and Transparency;Chapter - Chapter – 6: Makers, Innovators and Outsiders;Chapter - Chapter – 7: Reputation Capital and National Branding;Chapter - Chapter – 8: The Marketing of Culture;Chapter - Chapter – 9: Truth, Lies and Advertising;Chapter - Chapter – 10: Summary and The Post-Truth Brand Manifesto
Language:
English
Subjects:
Economics
Keywords:
Markenartikel
;
Marketing
;
Werbung
