Guilt Trip explores why issues of corporate responsibility are now so important in consumer decisions and how companies are taking advantage of this importance to work towards their old commercial objectives. Guilt Trip argues that unlike other causes or issues that the marketing world has piggy-backed, this is an area where companies cannot simply communicate their way in and, at theirleisure, out again. The book issues a warning to marketers and consumers alike that this deal (continued custom in return for the removal of guilt) can be only a short term answer to consumer needs and that a systematic move towards accountability and transparency will soon be demanded by consumers. Guilt Tripbook provides both the evidence for this shift, and a manual to prepare for it.
- ISBN: 978-0-470-74622-6
- Editorial: John Wiley & Sons
- Encuadernacion: Cartoné
- Páginas: 288
- Fecha Publicación: 02/10/2009
- Nº Volúmenes: 1
- Idioma: Inglés