New brand spirit, the: how communicating sustainability builds brands, reputations and profits
Auteur :
Conrad, Christian / Thompson, Marjorie Ellis
Éditeur :
Taylor & Francis Ltd
ISBN :
9780566092442
Date de publication :
13 nov. 2013
Dimensions :
23,4 x 15,6 cm
Poids :
902 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
The core idea of The New Brand Spirit is to let stakeholders do the talking. Conrad and Thompson have interviewed close to 100 leading practitioners from eight different stakeholder perspectives, including NGOs, shareholders and supply chain.