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Arnold, Chris

Ethical Marketing and The New Consumer

Arnold, Chris - Ethical Marketing and The New Consumer, ebook

23,80€

Ebook, ePUB with Adobe DRM
ISBN: 9780470685464
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Printing86 pages with an additional page accrued every 9 hours, capped at 86 pages
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Vital tactics and strategies for marketers who want to connect with the ethical values of consumers

Consumers today face more ethical buying decisions than ever before. Particularly those consumers who feel strongly about the environment often treat buying green as an ethical and moral imperative. Empowered, informed, and willing to make a political point with their dollars, these consumers are calling the shots. Brands need to pay attention and learn to market to them. Ethical Marketing and the New Consumer explores and explains the various types of consumers and mindsets and presents techniques and channels to the ethical consumer market. The author identifies 50 ethical values that matter to consumers and uses case studies to show how great brands are winning over ethical consumers–or losing them.

Chris Arnold (London, UK) is founder and Creative Partner at FEEL, the UK's leading specialist agency in the art of ethical marketing. He was previously a creative director at Saatchi & Saatchi and has worked at a number of other top ad agencies.

Keywords: chris arnold, ethical marketing, green marketing, reaching ethical consumers

Author(s)
Publisher
John Wiley and Sons, Inc.
Publication year
2009
Language
en
Edition
1
Page amount
288 pages
Category
Economy
Format
Ebook
eISBN (ePUB)
9780470685464
Printed ISBN
9780470743027

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