Road to Hell
portes grátis
Road to Hell
How purposeful business leads to bad marketing and a worse world And how human creativity is the way out
Asbury, Nick
The Choir Press
05/2024
248
Mole
9781789634488
15 a 20 dias
Descrição não disponível.
Prologue;Introduction; 1. What is purpose?,Five pillars of purpose,Two kinds of purpose; 2. Where did purpose come from? Japan to Jerusalem, God and profit, Proto-purpose, Not-so-limited companies,Stakeholders and shareholder,The road to 2008, Rise of the p-word,The story of why,Hard, clean numbers ,The purpose decade;3. How purpose leads to bad marketing,Purpose leads to sameness, not difference,Purpose misunderstands how marketing works Purpose misunderstands people-especially young people,Purpose builds on a weak foundation,Purpose centres the brand, not the customer Purpose might work internally. But in whose interest?,Purposeful marketing is neither; 5. How purpose leads to a worse world Purpose leads to bad marketing Purpose is a pollutant,Purpose fuels social division,Purpose is tone deaf at social change,Purpose leads to noble cause corruption,Purpose undermines the public and not-for-profit sectors,Purpose is parasitical on creativity,Purpose distracts from climate action,Purpose is the trader in the temple; 5.What's the alternative? Patagonia goes purpose Newman goes human,The road away from hubris Humour is serious business Humility beats hubris,Humanity, unlimited,Turning the telescope around,Rediscovering cognitive empathy Reclaiming creativity; Epilogue
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Business purpose, Corporate purpose, Brand purpose, Purposeful marketing, Brand strategy, Do well by doing good Advertising and marketing, Business ethics, Consumerism, Advertising copywriter
Prologue;Introduction; 1. What is purpose?,Five pillars of purpose,Two kinds of purpose; 2. Where did purpose come from? Japan to Jerusalem, God and profit, Proto-purpose, Not-so-limited companies,Stakeholders and shareholder,The road to 2008, Rise of the p-word,The story of why,Hard, clean numbers ,The purpose decade;3. How purpose leads to bad marketing,Purpose leads to sameness, not difference,Purpose misunderstands how marketing works Purpose misunderstands people-especially young people,Purpose builds on a weak foundation,Purpose centres the brand, not the customer Purpose might work internally. But in whose interest?,Purposeful marketing is neither; 5. How purpose leads to a worse world Purpose leads to bad marketing Purpose is a pollutant,Purpose fuels social division,Purpose is tone deaf at social change,Purpose leads to noble cause corruption,Purpose undermines the public and not-for-profit sectors,Purpose is parasitical on creativity,Purpose distracts from climate action,Purpose is the trader in the temple; 5.What's the alternative? Patagonia goes purpose Newman goes human,The road away from hubris Humour is serious business Humility beats hubris,Humanity, unlimited,Turning the telescope around,Rediscovering cognitive empathy Reclaiming creativity; Epilogue
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
