social responsibility of business

Mainwaring, a marketing consultant and advertising creative director, presents this ambitious work on the future of consumer marketing and corporate capitalism. Working from the premise that social media such as Facebook and Twitter has fundamentally changed the relationship between brands and consumers, the work argues that the seamless integration of consumer culture into a broader cultural apparatus allows consumers to influence corporate responsibility and forces corporations that wish to take advantage of the power of social media to respond as partners to the political will of their customers. The volume discusses the background of the current social media marketing scene and provides practical advice, as well as real world case studies, for adapting corporate practices to build profitable and socially responsible business practices. Notes, sidebars and chapter summaries are provided. Annotation ?2011 Book News, Inc., Portland, OR (booknews.com.

Part memoir and part how-to manual for corporate "revolutionaries," Hewlett-Packard Barbara Waugh's story shows how successful transformation is the result of a series of "small wins.".

Explains what fair trade is, how it can affect farmers and other people around the world, and what consumers can expect from products branded with the "Fair Trade" logo.

Nobel Peace Prize-winner Muhammad Yunus argues that the problems of hunger, poverty, and inequality can be solved by harnessing the power of the free market, explaining how, by using basic business dynamics and theories, countries can work together to solve the world's greatest problems.

Profiles ten innovative companies whose leaders have built their company by focusing more on the needs of their shareholders and society as a whole.

Argues that society needs to develop new standards to measure and reward business performance and explains how businesses can restructure their companies to become more socially responsible and less concerned with their bottom line.

Argues that Americans are losing control over their lives to a handful of global conglomerates, and calls for changes in the country's corporate system designed to keep businesses healthy while making them accountable to the people.

Young Jane Ray volunteers with rescue crews working to save hundreds of birds after an oil spill in Vancouver and finds herself the target of corporate might when she takes a vocal stand about a company's responsibility for the incident.