Brand Activism: From Purpose to Action

This book is a solid step toward the redemption of Corporate Marketing.Let's hope so; the people's trust in the promises of Business is fatigued to the breaking point. And, to the extent that "Brand Activism: from Purpose to Action" can sufficiently prick the conscience (or fears) of the ownership class, it might help elevate standards of corporate integrity as well.In any case, this book is bound to make waves. Management teams will attend to the enduring stature of Phil Kotler, 'the father of modern marketing'. And the bristling passion for social justice of his co-author, the polymath Christian Sarkar, delivers the fresh jolt of an intervention that will not be denied."Brand Activism: From Purpose to Action" calls marketers to a courageous role. The script? 'Carry your 'CSR' and 'Sustainability' claims out of the precious-accessories closet and boldly onto the center stage of Accountability. Visible to the public, to politics, and -- even -- to the sacred point of sale!'Curtain's up!

The "father of modern marketing" does it again. Philip Kotler and Christian Sarkar have written a timely book on a timely topic: brand activism. Hardly a day goes by without another company jumping on the bandwagon - the news is filled with examples of companies discovering their values and acting on them. What separates the progressive activists from the fake ones? How should a company approach the social, economic, and environmental challenges in this uncertain world? The Sarkar-Kotler brand activism framework is a good place to start - it allows companies to take stock of their existing efforts and map out what the future should be.

Businesses are realizing the taking a stand, even a political one, may actually help their business. How does a business decide what issues are important? What standards are businesses being held to by their customers? How does Brand Activism replace CSR? These are important questions addressed by the legendary marketing guru Philip Kotler and Christian Sarkar. Highly recommended!

I agree with almost all that is postulated in the book. However there is a serious lack of gender perspective. The vast majority of authors, experts and opinion leaders are men. It simply negates the enormous and crucial experience and perspective of female leaders of thought

Die Literaturbibliothek der Uni verfügt nicht über dieses Buch, aber dieses Buch ist für meine Abschlussarbeit sehr wichtig

Great book on how to activate your purpose.