Name: The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World (Kogan Page Inspire) (en Inglés)
Price: 96.06 PEN
Availability: InStock
Author: Pillot de Chenecey, Sean
ISBN: 9780749482817

Formato

Libro Físico

Autor

Sean Pillot de Chenecey

Editorial

Kogan Page

Año

2018

Idioma

Inglés

N° páginas

304

Encuadernación

Tapa Blanda

Dimensiones

21.6 x 14.0 x 2.1 cm

Peso

0.48 kg.

ISBN13

9780749482817

N° edición

Categorías

Finanzas
Publicidad

The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World (Kogan Page Inspire) (en Inglés)

Sean Pillot de Chenecey (Autor) · Kogan Page · Tapa Blanda

Libro Físico

S/ 96,06

S/ 192,13

Ahorras: S/ 96,06

50% descuento

Envío normal

Origen: Estados Unidos (Costos de importación incluídos en el precio)

Se enviará desde nuestra bodega entre el Martes 23 de Julio y el Jueves 01 de Agosto.

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Reseña del libro "The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World (Kogan Page Inspire) (en Inglés)"

FINALIST - Business Book Awards 2019 - Embracing Change Category Brands are built on trust, but in a post-truth world they're faced with a serious challenge: so much of modern life is defined by mistrust. A shattering of the vital trust connection between brands and consumers, together with the evaporation of authenticity as a core brand pillar, is causing enormous problems for businesses on a global scale. If a brand isn't seen as trustworthy, then when choice is available it will be rejected in favour of one that is. The Post-Truth Business provides a way forward for any organization wishing to rebuild brand authenticity in a distrustful world. It explains the interconnected problems facing businesses, with important topics including: - The impact of fake news, disinformation and the weaponizing of lies- The safeguarding of privacy, alongside privacy as a tradable asset- Why and how brands must create communication with meaning- The dangers of inauthentic cultural marketing activities- Examples of conscious capitalism and brand activism- Lessons in authenticity from artisans and innovators- National branding and reputation capital- Leveraging the power of 'brand trust' The Post-Truth Business shows how to strengthen consumer engagement by closing the 'brand credibility gap'. It's packed with examples of inspiring people, brands and international campaigns from the fashion, beauty, outdoor, motor, drinks, finance, media, technology, entertainment and health sectors. Each of them demonstrates a dynamic and positive way forward.