Business unusual: values, uncertainty and the psychology of brand resilience
Material type:
TextPublication details: London Kogan Page Ltd. 2022 Description: xi, 246 pISBN: 9781398602212Subject(s): Business ethics | Consumer behavior | Internet marketingDDC classification: 381.142019 Summary: About the book
It all feels pretty overwhelming right now. People are feeling uncertain and disillusioned. How do business leaders create resilient organizations that can reassure people, deliver and truly connect with a values-driven audience, often through digital-first channels?
Explore how your customers and your people demand more than business as usual. This book reveals the psychology behind how we feel about businesses, their communications and their leaders in a digital world. From understanding the new dynamics shaping online behaviour, to the evolving expectations driving employees and consumers, Business Unusual will teach you how to build a resilient business - one that is built on trust, an engaged and fulfilled workforce, and the brand values that can empower you to craft resonant communications and relationships.
Join the trailblazers that are transforming how we think of, and conduct, business. With insights from cutting-edge research and real-world case studies, learn how to apply psychological frameworks and practices that can help you develop a futureproof brand that people believe in, both inside and outside the organization.
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
Book
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Indian Institute of Management LRC General Stacks | Marketing | 381.142019 NAH (Browse shelf(Opens below)) | 1 | Available | 003682 |
Table of content
Chapter - 00: Introduction;Chapter - 01: Times they are a-changin';Chapter - 02: We demand more;Chapter - 03: Living the good life;Chapter - 04: Up close and personal - Deepening the people–business relationship;Chapter - 05: The lure of woke-washing - Values and virtue signalling;Chapter - 06: Emotionally intelligent communication - What not to do;Chapter - 07: How to recover when it hits the fan;Chapter - 08: Adapting to virtual-first relationships without losing touch;Chapter - 09: Business, unusual
About the book
It all feels pretty overwhelming right now. People are feeling uncertain and disillusioned. How do business leaders create resilient organizations that can reassure people, deliver and truly connect with a values-driven audience, often through digital-first channels?
Explore how your customers and your people demand more than business as usual. This book reveals the psychology behind how we feel about businesses, their communications and their leaders in a digital world. From understanding the new dynamics shaping online behaviour, to the evolving expectations driving employees and consumers, Business Unusual will teach you how to build a resilient business - one that is built on trust, an engaged and fulfilled workforce, and the brand values that can empower you to craft resonant communications and relationships.
Join the trailblazers that are transforming how we think of, and conduct, business. With insights from cutting-edge research and real-world case studies, learn how to apply psychological frameworks and practices that can help you develop a futureproof brand that people believe in, both inside and outside the organization.
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