TY  - BOOK
AU  - Last,Andy
TI  - Business on a mission: how to build a sustainable brand 
SN  - 9781032009414 (pbk.) :
AV  - HF5415.1255 
PY  - 2022///
CY  - London
PB  - Routledge
KW  - Branding (Marketing)
KW  - Social responsibility of business
KW  - Business and Management
N1  - Previous edition: Sheffield: Greenleaf Publishing, 2016; Includes bibliographical references and index
N2  - 'Business on a Mission' is a simple to follow guide for how organisations can adapt to the changing world and evolving expectations of stakeholders to build more purpose-led, sustainable businesses. It features proven models and case study examples of how to create a brand that talks to the emerging Gen Z consumer base; how to use social missions to drive sales in retail and with B2B customers; how to preserve reputation and licence to operate by working in partnership with not-for-profit organisations; and how to attract and retain the best talent by demonstrating a genuine social purpose. This second edition looks at how businesses and brands like Dove are now linking social and environmental goals
ER  -