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Opis

As consumers, our access to - and appetite for - information about what and how we buy continues to grow. Powered by social media, increasingly we look at the companies behind the products and are disappointed when their actions do not meet our expectations. With engaged citizens acting as 24/7 auditors of corporate behavior, one formerly trusted company after another has had their business disrupted with astonishing velocity in the wake of what, in the past, might have been written off as a bad media cycle. Gone are the days when a company could hide behind "socially responsible" branding or when marketing controlled the corporate narrative. That control has shifted to engaged stakeholders in the new social landscape, requiring a more radical change to company practices.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: Reset
• Podtytuł: Business and Society in the New Social Landscape
• Autor: James Rubin, Barie Carmichael
• Język: Angielski
• Oprawa: Twarda
• Liczba stron: 272
• EAN: 9780231178242
• ISBN: 0231178247
• ID: 16233620
• Wydawca: Columbia University Press
• Waga: 440 g
• Wymiary: 151 × 224 × 25 mm
• Data wydania: 09. January 2018

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