Responsible marketing : how to create an authentic and inclusive marketing strategy
/ Lola Bakare.
- London, ; New York, NY : Kogan Page, 2024.
- xvi, 253 pages : illustrations (black and white) ; 24 cm.
Includes bibliographical references and index.
Make it inclusive: how responsible marketing works — Make it authentic brand-relevant: social impact — Make it known: eputation impact — Make it count: commercial impact— Solving real problems — Telling real stories — Creating real opportunities — Influencing real policies — Cultivating cultural literacy — Choosing cheerleader, champion, or catalyst — Earning stakeholder buy-in — Getting it wrong the right way — Marketing Index.
Responsible Marketing takes readers through a forward-looking approach to inclusive marketing, offering a compelling blend of case studies, in-depth interviews, social impact marketing principles and inclusive leadership frameworks. Lola Bakare demystifies the relationship between today's marketing imperatives and the dynamic global cultural shifts that current and aspiring marketing leaders need to address. The book expands on the power of inclusivity, corporate responsibility and cultural awareness, helping marketing leaders determine how to make social impact outcomes an imperative across the entire marketing mix.
Responsible Marketing walks readers through building a responsible, inclusive marketing strategy that captivates consumers and delivers long-term growth for a company.
9781398611627 9781398611641
2024042685
Branding (Marketing)--Social aspects Marketing--Social aspects Social responsibility of business