איך משווקים ערכים ועשייה חברתית באופן אותנטי ומייצר אמון? עם אבי זיתן

from פודקאסט מעלה | Maala Podcast | people & stories behind business impact on society in Israel · host Maala - Business for Social Re

איך מעבירים בצורה אותנטית את הערכים והעשייה החברתית של עסקים? אבי זיתן, מומחה שיווק ואסטרטגיה, המוכר לרבים כמארח בפודקאסט השיווק, מדבר על הטרנדים העכשויים בעולם השיווק וכיצד לחבר בין השיווק לאחריות התאגידית. אבי מאמין שבשנתיים האחרונות הציבור התייחס בצורה אוהדת יותר למחוייבות ולעשייה החברתית של עסקים על רקע המלחמה. מילת המפתח היא אותנטיות: "המלחמה הורידה את רף הציניות... חיפשנו קצת שפיות, רצינו שעסקים יתייצבו לצידנו... מותגים עזרו ונרתמו, הציבור קיבל את זה בטוב, בלי ציניות". האתגר שלפנינו יהיה לשמור על האותנטיות גם בתקופת המעבר והבנייה מחדש.

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This episode was published on October 23, 2025.

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