Brand Activism - From Purpose to Action

What happens when businesses and their customers don't share the same values? Or for that matter when employees of a company don't share the same values as their executives? Welcome to the world of Brand Activism.Companies no longer have a choice. Brand Activism consists of business efforts to promote impede or direct social political economic and/or environmental reform or stasis with the desire to promote or impede improvements in society. It is driven by a fundamental concern for the biggest and most urgent problems facing society.Brand Activism: From Purpose to Action is about how progressive businesses are taking stands to create a better world. About the Author Philip Kotler is the S.C. Johnson and Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is author of more than fifty books including the globally popularMarketing Management now in its fifteenth edition.