Ethical branding [electronic resource] / Anthony Patterson.
Material type: FilmSeries: Henry Stewart talksBusiness & management collection. Qualitative market research: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (37 min.) : color, sound)Subject(s): Brand name products | Marketing research | Qualitative researchOnline resources: Click here to access online | SeriesAnimated audio-visual presentations with synchronized narration.
Title from title frames.
Contents: History of branding ethics -- Greenwashing -- Case studies: Ben & Jerry's and Marks & Spencer -- Why build ethical brands? -- Recognising, analysing and resolving ethical dilemmas.
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Mode of access: World Wide Web.