Building Brand Authenticity [electronic resource] : 7 Habits of Iconic Brands

• Tác giả: M Beverland
• ISBN-13: 978-0230250802
• Ký hiệu phân loại: 658.8 Management of marketing
• Mô tả vật lý: XIV, 219 p. 18 illus. , online resource.
• Bộ sưu tập: Tài liệu truy cập mở
• ID: 306319
• Chủ đề: 1. Business intelligence; 2. Marketing research; 3. Marketing; 5. Market Research and Competitive Intelligence

Tóm tắt

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.