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Cover: 9781349368440 | Building Brand Authenticity | 7 Habits of Iconic Brands | M. Beverland
Dekorationsartikel gehören nicht zum Leistungsumfang.
Building Brand Authenticity
7 Habits of Iconic Brands
Taschenbuch von M. Beverland
Sprache: Englisch

103,95 €*

-12 % UVP 117,69 €
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Beschreibung
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
Über den Autor
MICHAEL BEVERLAND is Professor of Marketing at RMIT University, School of Economics, Finance and Marketing, Australia. Beverland is a recognized academic authority of the production and consumption of authenticity with highly cited publications appearing in prestigious journals such as Advances in Consumer Research, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Consumer Research, Journal of Management Studies, Journal of Product Innovation Management, and the European Journal of Marketing. He has also received several large competitive research grants from the Australian Research Council to examine aspects of branding and consumption. Beverland has spoken widely on authenticity on radio and been quoted regularly in the press. As well, he works with research agencies advising brands on delivering authentic experiences.
[...] [...]
Inhaltsverzeichnis
The New Brand Reality Why Authenticity The Authenticity Of Stories Appearing As Artisanal Amateurs Sticking To Your Roots Love The Doing Market Immersion Be At One With The Community Indoctrinate Staff Into The Brand Cult What Can You Do? References
Details
Erscheinungsjahr: 2009
Fachbereich: Werbung & Marketing
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: xiv
219 S.
18 s/w Illustr.
219 p. 18 illus.
ISBN-13: 9781349368440
ISBN-10: 134936844X
Sprache: Englisch
Herstellernummer: 978-1-349-36844-0
Einband: Kartoniert / Broschiert
Autor: Beverland, M.
Auflage: 1st edition 2009
Hersteller: Palgrave Macmillan
Palgrave Macmillan UK
Verantwortliche Person für die EU: Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße: 235 x 155 x 13 mm
Von/Mit: M. Beverland
Erscheinungsdatum: 22.10.2009
Gewicht: 0,365 kg
Artikel-ID: 103885131
Über den Autor
MICHAEL BEVERLAND is Professor of Marketing at RMIT University, School of Economics, Finance and Marketing, Australia. Beverland is a recognized academic authority of the production and consumption of authenticity with highly cited publications appearing in prestigious journals such as Advances in Consumer Research, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Consumer Research, Journal of Management Studies, Journal of Product Innovation Management, and the European Journal of Marketing. He has also received several large competitive research grants from the Australian Research Council to examine aspects of branding and consumption. Beverland has spoken widely on authenticity on radio and been quoted regularly in the press. As well, he works with research agencies advising brands on delivering authentic experiences.
[...] [...]
Inhaltsverzeichnis
The New Brand Reality Why Authenticity The Authenticity Of Stories Appearing As Artisanal Amateurs Sticking To Your Roots Love The Doing Market Immersion Be At One With The Community Indoctrinate Staff Into The Brand Cult What Can You Do? References
Details
Erscheinungsjahr: 2009
Fachbereich: Werbung & Marketing
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: xiv
219 S.
18 s/w Illustr.
219 p. 18 illus.
ISBN-13: 9781349368440
ISBN-10: 134936844X
Sprache: Englisch
Herstellernummer: 978-1-349-36844-0
Einband: Kartoniert / Broschiert
Autor: Beverland, M.
Auflage: 1st edition 2009
Hersteller: Palgrave Macmillan
Palgrave Macmillan UK
Verantwortliche Person für die EU: Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße: 235 x 155 x 13 mm
Von/Mit: M. Beverland
Erscheinungsdatum: 22.10.2009
Gewicht: 0,365 kg
Artikel-ID: 103885131
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