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Building brand authenticity : 7 habits of iconic brands /
"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 buil...
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| 格式: | Printed Book |
| 出版: |
New York :
Palgrave Macmillan,
2009.
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| 在线阅读: | http://www.amazon.com/Building-Brand-Authenticity-Habits-Iconic/dp/0230580319#reader_0230580319 |
| 总结: | "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. |
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| 实物描述: | xiv, 219 p. : ill. ; |
| 参考书目: | Includes bibliographical references (p. 191-201) and indexes. |
| ISBN: | 9780230580312 (hardback) |