Building brand authenticity: 7 habits of iconic brands
Auteur :
Beverland, M.
Éditeur :
Palgrave Macmillan
ISBN :
9780230580312
Date de publication :
22 oct. 2009
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.