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Ethical Marketing and the New Consumer

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ISBN-10: 0470743026

ISBN-13: 9780470743027

Edition: 2009

Authors: Chris R. Arnold

List price: $16.99
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Book details

List price: $16.99
Copyright year: 2009
Publisher: John Wiley & Sons, Limited
Publication date: 8/14/2009
Binding: Hardcover
Pages: 288
Size: 5.50" wide x 7.75" long x 0.75" tall
Weight: 0.902
Language: English

Foreword
Introduction
The structure
Thanks
The Power of Brand Ethos
From ethics to ethos marketing
Why reputation is more important than logos
No ethos
Becoming richer through ethics
Looking in the mirror
Summary
Ethical - Reality or a Brand Image?
When is an ethical reputation not the same as being ethical?
The untapped power of ethos
It's not how much you make but how you make it
Summary
Churn and the Disposable Society
From frivolous to frugal - the end of consumptive consumerism
Churn and earn and hyper-consumerism
When shopping is better than sex
The disposable society
Mirror, mirror on the wall . . .
Make less, destroy less
White, brown or green?
Reuse, repair not replace
A window of opportunity - encouraging churn
Summary
Bad Tasting Medicine
From bad tasting medicine to good
The price of being ethical
Fairtrade - a fair price?
A return to post-war values
Second life packaging
Summary
It's Not What You Say But What You Do
Doing the walk and talk of ethics
Good old honest food
Think great, be honest, feel proud
Abbey National and Habitat
Keep it simple and honest
Selling sex advice through the turn of a coin
Nappy families - getting your message to students
The power of youth media - the postcard
Summary
Brand Terrorism
David and Goliath
How to avoid anti-brand wash
From humanitarism to planetarism
Avoiding brand suicide
A bitter after taste
Who pays? The power of the people
The ethical time bomb
Summary
Survival and Security
How are consumers responding to the recession?
Selling survival and security
The real cost of living
Education, education, education
Paris goes eco-electric
Summary
Engaging the Consumer, Sharing Responsibility
Just doing my bit
Al Gore's 'we can solve it' campaign
Change the world for a fiver
It's not what you say but what you do
Summary
Finding Reasons to Buy
The emotional consumer
The R&E line - a simple marketing tool
The customer journey
NLP - the aardvark tool
Simplifying consumer choice - the power of three
People vs planet - the geography of needs
Summary
Research and Surveys
The numeric society
New ideas in profiling
NLP and enneagrams
Emotivations
Visuality profiling over numeric
Joel Makower, the green blogger on research
'Anti-marketing'
Beware of the numbers
Never trust surveys unless you've asked the three golden questions
The ethical shopping survey
Who's to blame and who's going to fix it?
Changing consumer habits
Summary
The Business and Religion of Ethics
Ethics as a religion
The Puritan Purpose
Profit over people
The Quaker way
Charity and the religion of money
Summary
Fairtrade
The growth of Fairtrade
Traidcraft - the fair share offer
yellow bananas, hanging on the tree
Summary
Food Waste and Recycling
Food waste and recycling
Packaging less, selling more
The power of gestures as a marketing tool
From plastic bags to designer bags
Anya Hindmarch: 'I'm not a plastic bag'
The war on junk mail
Summary
Recycling for Resale
Turning lead into gold
Second life packaging
New brands from old
A fantastic way to market your brand's ethical credentials
Eco innovation
Summary
Turning Recycling into Good Marketing
How Coke see plastic differently
How to engage consumers to recycle
From ads to bags
Beach combing for new ideas
The real art of persuasion
Summary
The Ethical Sphere
The Ethical Sphere
Key Ethical Values (KEVs)
Balancing propositions
The third dimension
The process
Seeing things differently
Broader thinking
Summary
Language and Persuasion
The power and influence of words
Sustainability
Carbon footprint
Pollution has power
CO2
Green
Summary
How to be a Creative Marketer
Why be creative?
History teaches us how to really fly
Welcome to fuzzy marketing
How to run a train less effi ciently but look more efficient
Be brave - give your staff a get out of jail card
Process and ideas
Summary
Fat and Fit - Obesity and Health
Let them eat fruit
Healthy marketing
The growth of healthy snacks
Rebranding fat - tafs
A mother's dilemma
Getting the name wrong
Don't blame it on the burger
How to sell an honest snack
Not so finger licking good
Summary
Selling Ethical Behaviour
America's best selling product
An ethical dilemma
Unhappy hour - unselling drunken Britain
The rebirth of ale
Why the wine industry has less bottle
The rebirth of cider
The average consumer purchasing attitude
Local and organic marketing
A world of too much consumer choice
Summary
From Brand Values to Brand Value
BBC sells disgusting food
When a brand becomes a turkey
Branding Mr Riley's pies
When is food disgusting?
Summary
Fast Fashion
The hierarchy of ethics
The power of the high street
Ethical fashion week
Saving the planet, one step at a time
Small things can make a big difference
The true price of cotton
The devil wears Primark
'How do they make 'em so cheap?'
How Spain is conquering the high street
Don't look behind the label, look at it
Summary
Washing Green
The great cleaning lie
Soap powders, friend or foe?
Turn to 30
Wash at zero
The big softener con
Not so clean cleaners
Reframing from the environment to the home environment
Green enlightenment or jumping on the green bandwagon?
Summary
Green Insurance and Finance
Slow turning wheels - where are all the eco brands?
Is the customer saving the planet or just saving money?
Ibuyeco - doing your bit through insurance
The new world of micro branding
What insurance can learn from selling shoes
Once bitten, twice shy
Caution and uncertainty
Forget green, try ethics
The green wall
Green car insurance, a consumer experience
When the left hand doesn't know what the right hand's doing
Summary
Bonus Chapters and Website
Creative orchestra
Index