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Building Brand Authenticity

47,70 €

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.

Författare
M. Beverland
ISBN
9780230250062
Utgivningsdatum
23.10.2009
Sidor
240