Małgorzata Budzanowska-Drzewiecka – författare
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2 produkter
2 produkter
776 kr
Skickas inom 10-15 vardagar
This book explores greenwashing practices in company marketing communications, outlining the different types of greenwashing and recommending strategies for readers to successfully differentiate between greenwashing and green marketing.It reviews the theoretical and practical concepts of greenwashing – focusing on those related to marketing communication and marketing strategy – and highlights the various tools companies utilise to mislead their customers, including green advertising, green packaging, eco-labelling, AI, and social media. Drawing upon specific case study examples, the volume illustrates how and when companies employ these methods and the subsequent impact on the environment, while contrasting these with best practices in ethical, pro-environmental marketing communications. Overall, the book campaigns for increased awareness of greenwashing among stakeholders and outlines a proposal for controlling the implementation of pro-environmental practices in green marketing communication to ensure that consumers are not misled.Assisting readers in easily identifying truly green products, as well as those which have been marketed inaccurately, Greenwashing Practices in Company Marketing Communications will be useful for researchers, academics, and students analysing contemporary marketing communication and its compatibility with the principles of sustainable development.Chapter 2, 3 and 5 of this book are freely available as a downloadable Open Access PDF at http://www.taylorfrancis.com under a Creative Commons [Attribution-Non Commercial-No Derivatives (CC BY-NC-ND)] 4.0 license
1 441 kr
Skickas inom 5-8 vardagar
This thought-provoking book examines the role of emotions in customer experience research. Małgorzata Budzanowska-Drzewiecka and Adrian Lubowiecki-Vikuk explore methods of capturing mixed emotional states throughout the consumer journey, covering core theoretical issues and providing much-needed practical guidance.Chapters present a variety of approaches to measuring emotions across all stages of the customer purchase experience. Drawing on in-depth case studies from various service environments, the authors critically analyse subjective and objective tools for recording emotions, including traditional questionnaires and self-report measures as well as neuroimaging techniques such as FaceReader software. They highlight key challenges facing researchers and propose innovative recommendations for future action, ultimately emphasising the importance of understanding client emotions for effective customer experience planning and management.Students and academics in business, management and marketing will greatly benefit from this comprehensive overview of the impact of emotions on consumer behaviour. It is also an invaluable resource for practitioners interested in measuring emotions when designing and managing a holistic customer experience.