From Art to Marketing: The Relevance of Authenticity to Contemporary Consumer Culture
Autor Marta Massien Limba Engleză Hardback – 10 mar 2023
Preț: 345.02 lei
Nou
Puncte Express: 518
Preț estimativ în valută:
66.04€ • 68.64$ • 54.70£
66.04€ • 68.64$ • 54.70£
Carte tipărită la comandă
Livrare economică 04-18 februarie 25
Preluare comenzi: 021 569.72.76
Specificații
ISBN-13: 9783030170073
ISBN-10: 3030170071
Pagini: 151
Ilustrații: IX, 151 p. 1 illus.
Dimensiuni: 148 x 210 x 17 mm
Greutate: 0.35 kg
Ediția:1st ed. 2023
Editura: Springer International Publishing
Colecția Palgrave Macmillan
Locul publicării:Cham, Switzerland
ISBN-10: 3030170071
Pagini: 151
Ilustrații: IX, 151 p. 1 illus.
Dimensiuni: 148 x 210 x 17 mm
Greutate: 0.35 kg
Ediția:1st ed. 2023
Editura: Springer International Publishing
Colecția Palgrave Macmillan
Locul publicării:Cham, Switzerland
Cuprins
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.
Notă biografică
Marta Massi is an Assistant Professor of Marketing at Università Cattolica del Sacro Cuore in Milan, Italy. Previously, she was a visiting scholar at Deakin University, Australia and McGill University, Canada. With her interests revolving around branding and arts marketing, Marta’s research has been published in a number of leading journals, such as the Journal of Consumer Affairs and the International Journal of Technology Management.
Textul de pe ultima copertă
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.
Marta Massi is an Assistant Professor of Marketing at Università Cattolica del Sacro Cuore in Milan, Italy. Previously, she was a visiting scholar at Deakin University, Australia and McGill University, Canada. With her interests revolving around branding and arts marketing, Marta’s research has been published in a number of leading journals, such as the Journal of Consumer Affairs and the International Journal of Technology Management.
Marta Massi is an Assistant Professor of Marketing at Università Cattolica del Sacro Cuore in Milan, Italy. Previously, she was a visiting scholar at Deakin University, Australia and McGill University, Canada. With her interests revolving around branding and arts marketing, Marta’s research has been published in a number of leading journals, such as the Journal of Consumer Affairs and the International Journal of Technology Management.
Caracteristici
Explores consumer experiences and culture in relation to perceived authenticity Provides a comprehensive review of current literature from an interdisciplinary range of fields Focuses on the importance of authenticity to the role of the brand/marketing manager