Ethical Marketing and the New Consumer: Marketing in the New Ethical Economy

New
Illustrated
2009
$16.40

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.

Synopsis

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.

$16.40

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More Information

Format: Illustrated
Pages: 288
Edition: 1
Publisher: Wiley
Published: 14 Aug 2009
ISBN 10: 0470743026
ISBN 13: 9780470743027

Media Reviews

Arnold is well placed to offer his views on this fascinating challenge. (Accounting Technician, July 2009) '...this book is informative, inspiring and highly recommended.' (BusinessAndLeadership.com, January 2010)

Author Bio

Chris Arnold is founder and Creative Partner of Creative Orchestra , the world's first independent creative department, Social Enterprise ad agency and talent incubator. A former board member and a Creative Director of Saatchi & Saatchi, Chris has worked in the advertising industry for over 20 years. He has also been a founder of several other agencies; Symple, Barradale Leagas Arnold Campbell (BLAC) and FEEL. A champion of ethics, he writes the ethical marketing blog on Brand Republic and has written for numerous publications, including the FT, Creative Review, Third Sector and Brand Strategy magazine. He also writes the ecoSuperMan Twitter. He runs workshops and lectures around the world on creativity, opening minds and numerous marketing subjects, including ethical marketing. He's also done many TV appearances advising on marketing, including a recent BBC programme on disgusting foods. Chris has been a board member of the DMA, Europe's largest marketing trade body, and was former chair of the DMA Agencies Council and the Creative Council.