Truth Be Told: How Authentic Marketing and Communications Wins in the Purposeful Age

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Autor:	John O'Brien, David Gallagher
Lehekülgede arv:	264
Ilmumisaasta:	2021
Kauba ID:	19174328

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Harness the opportunities for marketing in the age of purpose and learn why it's so important to be a 'truth teller' by creating authentic communication campaigns, generating honest content and avoiding accusations of 'purpose washing'.
Purpose as a business philosophy has resulted in organizations struggling to make sense of what they need to do and made 'purpose washing' commonplace. Identify the challenges and opportunities in the age of purpose and learn how to create authentic messaging, activate successful campaigns and asses the value that these have for key audiences. Purpose has become a leadership and managerial imperative for business large and small, non-profit organizations and charities. However, many businesses don't know how to clearly execute this, and the marketing and PR function of many companies struggle disproportionately as a result. This had led to an increase in cynicism and the growth of 'purpose washing'. However, when purpose is created with an authentic culture, the opportunity for building brand reputation and positive customer engagement is significant. Truth Be Told will help readers understand exactly how to achieve this and present the core truths of their company or organization, to drive clear, authentic purpose powered communication.

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Kauba ID:	19174328
Kategooria:	Majandusalased raamatud
Tootepakendite arv:	1 tk.
Paki suurus ja kaal (1):	0,02 x 0,16 x 0,24 m, 0,41 kg
Kirjastus:	Kogan Page Ltd
Raamatu keel:	Inglise keel
Tüüp:	Majandusteadus
Autor:	John O'Brien, David Gallagher
Lehekülgede arv:	264
Ilmumisaasta:	2021

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Truth Be Told: How Authentic Marketing and Communications Wins in the Purposeful Age

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