000			02150nam a22002057a 4500
999			_c4254 _d4254
005			20221217143627.0
008			221217b ||||| |||| 00| 0 eng d
020			_a9781398600164
082			_a658.8 _bOBR
100			_aO'brien, John _99452
245			_aTruth be told: _bhow authentic marketing and communications wins in the purposeful age
260			_bKogan Page  _aLondon _c2021
300			_axxii, 235 p.
365			_aGBP _b19.99
504			_aChapter - 00: Introduction;Chapter - 01: The world – what you need to know;Chapter - 02: The truth – what we mean by it;Chapter - 03: The why – understanding the context of truth and purpose;Chapter - 04: The where – finding truthful purpose in business;Chapter - 05: The way – how your culture is key;Chapter - 06: The how – audiences and stories;Chapter - 07: The what – understanding your channels;Chapter - 08: The wow – how to measure success;Chapter - 09: Activate NOW;
520			_aAbout the book Purpose as a business philosophy has resulted in organizations struggling to make sense of what they need to do and made 'purpose washing' commonplace. Identify the challenges and opportunities in the age of purpose and learn how to create authentic messaging, activate successful campaigns and asses the value that these have for key audiences. Purpose has become a leadership and managerial imperative for businesses large and small, non-profit organizations and charities. However, many businesses don't know how to clearly execute this, and the marketing and PR function of many companies struggle disproportionately as a result. This had led to an increase in cynicism and the growth of 'purpose washing'. However, when purpose is created with an authentic culture, the opportunity for building brand reputation and positive customer engagement is significant. Truth Be Told will help readers understand exactly how to achieve this and present the core truths of their company or organization, to drive clear, authentic purpose powered communication.
650			_aCommunication in Marketing _96131
650			_aOrganizational Behavior _9298
942			_2ddc _cBK