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. This book proposes to do so. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity"--Provided by publisher.

שנה

2009

שפה

English

הוצאה

Palgrave Macmillan

מהדורות

4

ISBN

9780230580312

מקור הנתונים: Wikidata