- ホーム
- > 洋書
- > 英文書
- > Business / Economics
基本説明
How 'Guilt' has become the weapon of choice for marketers and how to stop it.
Full Description
'CSR', 'Green', 'Ethics', 'Fair Trade', 'Organic' are all buttons that marketers are keen to push right now to get us to engage us with their products. Why? Because, amongst many, these issues hit a nerve and our consciences can be comforted in the knowledge we are purchasing for the greater good. Guilt Trip talks to the history of the marketing communications story, analyses the journey of traditional advertising techniques past and present and tackles the exploitation of guilt and fear. The authors talk with leading marketers and advertising agency heads, politicians and consumers, doctors and historians to explore the pivotal role played by the Green phenomenon within this transformation. Going further, it asks how companies, politicians and individuals will react to this emerging but irrevocable change, and what will be the fate of those who react too slowly, or ignore it altogether.
Contents
Introduction - Idiots and Infants. Chapter 1 An Irrational Animal. 1.1 The Sneetches and Other Parables. 1.2 A Rose by Any Other Name. 1.3 'Tis the Season for Extraordinary Mass Acquisition. Chapter 2 The Necessary Lie. 2.1 What is Marketing? 2.2 A Brief History of Shouting - Part 1. 2.3 A Brief History of Shouting - Part 2. 2.4 Omnipotent Slaves. Chapter 3 You Can't Handle the Truth. 3.1 K eep I t S imple, S tupid. 3.2 An Extraordinary Addiction. 3.3 The Tuna that won't Turn Pink in the Can. Chapter 4 Guilt is the New Fear. 4.1 The Pet Goat , and Other Frightening Stories. 4.2 Culpability Killed the Cat. 4.3 The Big Green Button. Chapter 5 Shades of Green. 5.1 A Sweet Truth, or, A-Till-a the Un-healthy. 5.2 A Token of Appreciation. 5.3 The Arabian Babbler and Bob Dylan. Chapter 6 Reparations. 6.1 Ask not ... 6.2 It's OK to be Bad. 6.3 What Now? Index.
