Clara Millard Dereudre

Shifting the Marketing Mindset (eBook, ePUB)

A Toolkit To Drive Sustainable Transformation

• Format: ePub

Produktbeschreibung

A clarion call for marketing to return to its roots and integrate sustainability principles, this book illustrates how the marketing function can drive organizations, delighting customers and impacting positively on society and the environment.

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Produktdetails

• Verlag: Taylor & Francis
• Erscheinungstermin: 7. August 2024
• Englisch
• ISBN-13: 9781040096765
• Artikelnr.: 72282406

Autorenporträt

Clara Millard Dereudre is a pragmatic visionary and seasoned leader with 25 years at Dow Chemical. Passionate about sustainable development, she held various leadership roles in sales, marketing, innovation, strategy, and sustainability. As a Sr Corporate Marketing Fellow, she integrated sustainability into business strategies. Appointed in 2021 as an Executive Director of Smart City at SIG, Industrial Services Geneva, she guides a sustainable and connected society. As a graduate of EDHEC and MBA holder, Clara teaches Sustainability Marketing and serves on various boards, advocating for businesses' role in society. She founded Greenbuzz Geneva to foster collaboration in sustainable development.

Inhaltsangabe

Introduction 1. The evolving role of business in society. 2. A new era for
marketing. 3. Connect Stakeholders. 4. Connect Needs and Capabilities. 5.
Connect Beginning and Ends. 6. Connect Say and Do. 7. Accelerating
progress. 8. Conclusion: A new mindset for marketing. 9. About the author.

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Introduction 1. The evolving role of business in society. 2. A new era for marketing. 3. Connect Stakeholders. 4. Connect Needs and Capabilities. 5. Connect Beginning and Ends. 6. Connect Say and Do. 7. Accelerating progress. 8. Conclusion: A new mindset for marketing. 9. About the author.

Rezensionen

"Anyone looking for advice on embracing a more sustainable business model may not immediately turn to a book on marketing from an ex-chemicals executive. But it is precisely Clara Millard Dereudre's decades of experience and unique perspective that qualify her to reimagine the power of good marketing, and even in the most stubborn industries and environments. Shifting the Marketing Mindset is about rethinking the purpose of marketing to reconnect companies to the outside world, and to societies now yearning for a more hopeful future, with business leading the way".

Paul Polman, business leader and campaigner, co-author, Net Positive: how courageous companies thrive by giving more than they take.