McCarthy, Breda (2016) Blessed Earth: engaging customers. SAGE Business Cases.

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Abstract

Bedding and cotton underwear are products that are considered a necessity by most consumers. For some consumers, organic cotton is a high involvement product and the purchase of this item reveals a great deal about consumers' ethical values and sense of self. This case study focuses on Blessed Earth, a company that sells organic cotton products to the ecologically-aware, health conscious consumer through the internet from its base in Queensland, Australia. Key marketing objectives are to educate the consumer, project an image of environmental and social responsibility and develop strong, trusting relationships with their consumers.

Item ID:	39544
Item Type:	Article (Case Study)
Copyright Information:	© Breda McCarthy 2015. In accordance with the publisher's policies, the Author Accepted Manuscript of this article is available Open Access from ResearchOnline@JCU.
Additional Information:	Case study included in online database SAGE Business Cases. "SAGE Business Cases is a collection of easy-to-use, accessible case studies, specially Business cases commissioned and curated to help students understand theoretical concepts in practice. The collection offers accessible and quality real-life cases on today's most vital topics to support student understanding of real-world problems that professional face." -- https://au.sagepub.com/en-gb/oce/sage-business-cases
Date Deposited:	23 Jul 2015 03:58
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes:	97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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