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Synopsis
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.
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About the Author
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.
michael.beverland@rmit.edu.au; mbeverland@yahoo.com
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Building Brand Authenticity: 7 Habits of Iconic Brands
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Building Brand Authenticity
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Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. 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. Seller Inventory # 122400383
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Building Brand Authenticity
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Taschenbuch. Condition: Neu. Neuware -The projection of authenticity isone 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.Springer Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg 236 pp. Englisch. Seller Inventory # 9781349368440
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Building Brand Authenticity : 7 Habits of Iconic Brands
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