how brands and consumers use social media to build a better world Mainwaring, Simon 1967- creator text bibliography nyu New York Palgrave Macmillan 2011 1st ed. monographic eng

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vi, 250 p. ; 25 cm. A social media expert with global experience with many of the world's biggest brands --including Nike, Toyota and Motorola--Simon Mainwaring offers a visionary new practice in which brands leverage social media to earn consumer goodwill, loyalty and profit, while creating a third pillar of sustainable social change through conscious contributions from customer purchases. Transforming the engine of capitalism -- Redefining self-interest from me first to we first -- The future of profit is purpose -- Creating sustainable capitalism in five ways -- Instilling we first values into capitalism -- Why the world needs a responsible private sector -- How brands build their business and a better world -- How consumers build responsible brands and a better world -- How contributory consumption creates sustainable social change -- The global brand initiative : the future of the private sector. Simon Mainwaring. Includes bibliographical references (p. [233]-244) and index. Social responsibility of business Capitalism Social media Economic aspects Branding (Marketing) Internet marketing HD60 .M327 2011 658.8 9780230110267 (hbk.) 2010048454 DLC 130620 20130620123131.0 16555709