Responsible Marketing

How to Create an Authentic and Inclusive Marketing Strategy
1. Auflage 2024
ISBN: 978-1-3986-1162-7
Verlag: Kogan Page

Buch, Englisch, 264 Seiten, Format (B × H): 155 mm x 231 mm, Gewicht: 420 g

Set your approach to authentic advocacy and meaningful brand activism up for success to drive your bottom line and embrace your biggest opportunity as a marketer.

Responsible Marketing takes readers through a forward-looking approach to inclusive marketing, offering a compelling blend of case studies, in-depth interviews, social impact marketing principles and inclusive leadership frameworks. Lola Bakare demystifies the relationship between today's marketing imperatives and the dynamic global cultural shifts that current and aspiring marketing leaders need to address. The book expands on the power of inclusivity, corporate responsibility and cultural awareness, helping marketing leaders determine how to make social impact outcomes an imperative across the entire marketing mix.

Responsible Marketing walks readers through building a responsible, inclusive marketing strategy that captivates consumers and delivers long-term growth for a company.

Autoren/Hrsg.

Bakare, Lola

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Chapter - 00: Foreword; Chapter - 01: Make it inclusive: how responsible marketing works; Chapter - 02: Make it authentic: brand-relevant social impact; Chapter - 03: Make it known: reputation impact; Chapter - 04: Make it count: commercial impact; Chapter - 05: Solving real problems; Chapter - 06: Telling real stories; Chapter - 07: Creating real opportunities; Chapter - 08: Influencing real policies; Chapter - 09: Cultivating cultural literacy; Chapter - 10: Choosing cheerleader, champion, or catalyst; Chapter - 11: Earning stakeholder buy-in; Chapter - 12: Getting it wrong the right way; Chapter - 13: Marketing Index;

Über Autor(innen)

Bakare, Lola
Lola Bakare is an Anthem award-winning inclusive marketing strategist, creator of Maximize The MovementT, and founder of be/co, a boutique marketing consultancy. She is a 2022 LinkedIn Top Voice in Marketing & Advertising and a regular at industry events including Cannes Lions International Festival of Creativity. A Techstars Marketing Mentor and "Voices" columnist for Adweek, Bakare is regularly featured in LinkedIn News, Campaign, Marketing Brew, Digiday, Harvard Business Review and Business Insider. Her previous employers include PepsiCo, Diageo, Dell and The Daily Dot. She is based in Philadelphia, Pennsylvania.

Lola Bakare is the founder of be/co, a boutique marketing consultancy in Philadelphia, PA. She is an Anthem award-winning inclusive marketing strategist, an advisory board member for Sparks & Honey and the creator of the #responsiblemarketing movement. Bakare is a 2022 LinkedIn Top Voice in Marketing & Advertising and a regular at industry events including Cannes Lions International Festival of Creativity. She is regularly featured in LinkedIn News, Campaign, Adweek, Marketing Brew, Digiday, Harvard Business Review and Insider.