Advocacy and organizational engagement
| Permalink: | http://skupni.nsk.hr/Record/nsk.NSK01001135770/TOC |
|---|---|
| Glavni autor: | Bochenek, Lukasz M. (Author) |
| Vrsta građe: | e-knjiga |
| Jezik: | eng |
| Impresum: |
Bingley :
Emerald,
2019.
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| Predmet: | |
| Online pristup: |
https://doi.org/10.1108/9781789734379 |
Sadržaj:
- Introduction - why advocacy? why now?
- 1. What is advocacy and why it is important?
- 2. Strategic advocacy management - looking for a managerial model
- 3. From philanthropy to sustainability through CSR - what's next? societal context and changing role of the companies
- 4. Connecting with right audiences for a better impact - imperatives of the influencer marketing
- 5. Defining a conceptual model for advocacy strategy development
- 6. Shaping and (re-)defining the discourse content marketing in advocacy
- 7. Doing good and being good or simply getting it right - corporate crisis and defensive advocacy
- 8. New frontier for advocacy - towards an experience-based model of engagement
- Epilogue - what's next for advocacy.