000			02117 a2200277 4500
999			_c50035 _d50035
008			190904b ||||| |||| 00| 0 eng d
020			_a9780814438398
082			_a658.827 THO
100			_aThompson, Anne Bahr
245			_aDo good: embracing brand citizenship to fuel both purpose and profit
260			_bAmacom, _c2018 _aNew York:
300			_avii; 294p. _bhb; _c24 cm
365			_aUSD _b27.95
520			_aGood works are no longer optional. For many businesses, success comes in unexpected ways. Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia's profits have climbed year after year even as it funnels heavy investments into sustainability. And it's not just millennials rewarding companies with causes. In every age group, people commit to brands that show good citizenship. From CVS's destocking cigarettes to Chipotle's ethical sourcing, people want to see fair employment practices, social responsibility, and charitable giving--and they quickly call out negligence. Based on extensive research with thousands of consumers, Do Good documents this sea change and explains how to embed social consciousness into a company's DNA. Packed with examples and original data, the five-step model highlights the new rules of business: - TRUST: Deliver on promises - ENRICHMENT: Make daily life easier or more inspiring - RESPONSIBILITY: Treat people and the environment with respect - COMMUNITY: Mirror values shared by customers, employees, and partners - CONTRIBUTION: Make a difference in the world. Buyers today demand more than half-hearted pledges. By actively linking great brands with higher purposes, companies capture both markets and hearts.
650			_aBranding (Marketing)
650			_aCitizenship.
650			_aCorporate Image.
650			_aSocial Responsibility of Business.
650			_aBUSINESS &​ ECONOMICS /​ Workplace Culture.
650			_aBusiness Ethics.
650			_aCustomer Relations.
650			_aIndustrial Management.
650			_aManagement Science.
650			_aOrganizational Behavior.
942			_2ddc _cTD