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Responsible Marketing How to Create an Authentic and Inclusive Marketing Strategy

Langue : Anglais

Auteur :

Couverture de l’ouvrage Responsible Marketing
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.
    • Chapter - 00: Foreword;
    • Chapter - 00: Introduction;
  • Section - 01: The framework
    • Chapter - 01: The opportunity you have to maximize the movement;
    • Chapter - 02: The commerce-commitment connection;
    • Chapter - 03: Keeping it real to get it right;
    • Chapter - 04: From brand activity to brand equity;
  • Section - 02: Max moves in action;
    • Chapter - 05: Racial equity;
    • Chapter - 06: People with disabilities;
    • Chapter - 07: LGBTQIA;
    • Chapter - 08: Climate change;
  • Section - 03: Doing the work;
    • Chapter - 09: Timing is everything;
    • Chapter - 10: How to find your movement;
    • Chapter - 11: Breakthrough to buy-in;
    • Chapter - 12: How to build Your bench;
    • Chapter - 13: The right way to be wrong;
    • Chapter - 14: Conclusion: Your next steps
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 Maximize The 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, Marketing Brew, Digiday, Harvard Business Review and Business Insider.