This Strategy Insights issue explores the topic of Social Impact: Marketing’s New Role in Retail and B2B. We analyze how brands communicate their values and their impact on profitability. We also examine why companies serving consumers and businesses still care about how they are perceived, and we explore the actions they take to incorporate that conviction into their products, services, and practices.
In today’s market, it’s crucial for brands to have a clear point of view when establishing their online presence. A brand’s political stance, product design, and policies all significantly shape consumer perception and ultimately impact the brand’s financial performance.
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