Do you know why someone who buys Fairtrade and organic food drives a gas guzzling 4x4? Empowered, informed and using the money in their pocket to make a point, not just a purchase, the consumer now, more than ever, calls the shots and brands are no longer in control. In his new book Chris Arnold considers thisconundrum. He explores and explains the various consumer types and mindsets to help the market understand this new breed of consumer. He looks at the many aspects of marketing within an ethical economy. The book comes with a very practical edge, where the author presents different ideas and tools, unveils mythologies, and looks into techniques and channels to the ethical consumer market. Amongst the tools, Chris Arnold introduces work that his consultancy, FEEL, has carried out, where he identifies 50 Ethical Values which balance with traditional brand propositions. The book is illustrated with case studies and anecdotes to show how some brands have won over consumers and how others are failing. Beyond all of this, the book offers a huge amount of insight and advice onthis little covered topic from an industry expert.
- ISBN: 978-0-470-74302-7
- Editorial: John Wiley & Sons
- Encuadernacion: Cartoné
- Páginas: 256
- Fecha Publicación: 24/07/2009
- Nº Volúmenes: 1
- Idioma: Inglés