Marta Massi
From Art to Marketing
The Relevance of Authenticity to Contemporary Consumer Culture
Gebonden Engels 2023 9783030170073Levertijd ongeveer 9 werkdagen
Gratis verzonden
Samenvatting
Taking a new approach to a relatively underexplored area, this book examines the concept of authenticity and its relevance to marketing management. The author draws on several disciplines, including arts, philosophy, sociology and psychology, as well as focusing on important sub-fields within the field of marketing such as consumer behaviour and tourism. Presenting data from interviews with managers and consumers, and summarising and critiquing recent developments within the field, From Arts to Marketing is a timely and much-needed addition to literature and will be useful to those researching consumer behaviour, brand management and marketing more generally.
Specificaties
ISBN13:9783030170073
Taal:Engels
Bindwijze:gebonden
Uitgever:Springer International Publishing
Lezersrecensies
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Inhoudsopgave
1. Authenticity: A Polemial Concept.- 2. The Concept of Authenticity in the Broader Literature.- 3. Authenticity in Marketing: Reality or Oxymoron.- 4. Building Brand Authenticity: The Managerial Perspective.- 5. Authenticity: Is It Really What Consumers Want?.- 6. The Study of Authenticity: Implications and Future Research.
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan