HSPLS site	Login My List - 0 Help
	Search   My Account   Databases   HI Newspaper   eBooks/Audiobooks   Learning   PC Reservation   Reading Program

Basic Advanced Power History

Search:  Title BrowseAuthor BrowseSubject BrowseBest Seller BrowseMusic Title BrowseVideo/DVD Title BrowseJournal/Newspaper Title BrowseSerial Title BrowseSeries Browse (includes Bestseller List)General KeywordTitle KeywordAuthor KeywordSubject KeywordName KeywordSeries KeywordScore Title BrowseTalking Book Title BrowseAwards Note BrowseBib No.Barcode       Refine Search     > You're searching: HAWAII STATE PUBLIC LIBRARY SYSTEM

Item Information   Holdings     Summary     More Content       More by this author     Horst, Peter, author.     Subjects     Branding (Marketing) -- Political aspects -- United States -- 21st century.     Branding (Marketing) -- Social aspects -- United States -- 21st century.     Business and politics -- United States -- 21st century.     Corporations -- Political activity -- United States -- 21st century.     Truth -- Political aspects -- United States -- 21st century.     Political ethics -- United States -- 21st century.     Business ethics -- United States -- 21st century.     Social media -- Economic aspects -- United States -- 21st century.     Fake news -- Political aspects -- United States -- 21st century.     Browse Catalog     by author:      Horst, Peter, author.       by title:      Marketing in the #fa...         MARC Display

Marketing in the #fakenews era : new rules for a new reality of tribalism, activism, and loss of trust / Peter Horst. by Horst, Peter, author. Charleston, SC : Advantage, [2018] Subjects Branding (Marketing) -- Political aspects -- United States -- 21st century.   Branding (Marketing) -- Social aspects -- United States -- 21st century.   Business and politics -- United States -- 21st century.   Corporations -- Political activity -- United States -- 21st century.   Truth -- Political aspects -- United States -- 21st century.   Political ethics -- United States -- 21st century.   Business ethics -- United States -- 21st century.   Social media -- Economic aspects -- United States -- 21st century.   Fake news -- Political aspects -- United States -- 21st century. ISBN:  9781599329260 (hardback) 1599329263 (hardback) Description:  xiii, 180 pages ; 24 cm Requests:  0 Summary:  Managing and protecting a company's brand is one of the most important jobs of the chief marketing officer, the chief executive officer, and the board. It used to be that marketers' greatest challenge was convincing a consumer to try their product and stick with it--beer, apps, cars, what have you. But the challenges facing brands have gotten far more complex, and the stakes have grown higher when marketing in the #FakeNews Era. Leaders must now address a highly polarized marketplace, in which consumers are energized by their tribal affiliations to take action for or against brands based on their perceived values, beliefs, and biases. They also face grim potential consequences--ranging from share loss to job loss--when things go wrong. Should your brand take social and political stands or keep quiet? What are the benefits and risks of weighing in versus sitting on the sidelines? Is embracing brand purpose good for business or wasteful self-indulgence? Can a CEO's misbehavior in a taxi cab one day bring a PR crisis the next? What happens when the public calls you out on a political position you didn't even mean to take? This book tackles questions like these, outlining how a company must carefully navigate the waters of the #FakeNews Era, where moral scrutiny and consumer outrage abound. Here you'll find strategic and tactical guidance on how to prepare yourself for what may lie ahead, because you won't have time to puzzle it out when you get that dreaded late-night call from PR.   Copy/Holding information Location Collection Call No. Status   Hawaii State Library Business, Science & Technology 658.827 Ho Checked In Add Copy to MyList Hilo Public Library Adult Nonfiction 658.827 Horst Checked In Add Copy to MyList

Horizon Information Portal 3.25_9884

© 2001-2013 SirsiDynix All rights reserved.