Business for good. Making money, making the world a better place
Business for good. Making money, making the world a better place
Book Description
This book is about how to survive and succeed in the conditions of tightening public control over private business. You will learn: - How to use business resources and the power of brands to promote social development, - how they are used today to influence consumer behavior; - If you compare a visit to the store with new elections, which manifesto should the company adopt in order to attract voters; - Why are "ethical investments", to which more than 15% of all investments can be attributed only in the USA, becoming more and more popular; - What will be the next stage in the evolution of branding: why successful brands set themselves double goals - social and commercial; - How to succeed by introducing the principles of social responsibility into business practice: the experience of leading Western companies, cases, comments and strategies for successful development in various markets.
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