Building brand authenticity : 7 habits of iconic brands
著者
書誌事項
Building brand authenticity : 7 habits of iconic brands
Palgrave Macmillan, 2009
大学図書館所蔵 全5件
注記
Includes bibliographical references (p. 191-201) and indexes
内容説明・目次
内容説明
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.
目次
The New Brand Reality Why Authenticity The Authenticity Of Stories Appearing As Artisanal Amateurs Sticking To Your Roots Love The Doing Market Immersion Be At One With The Community Indoctrinate Staff Into The Brand Cult What Can You Do? References
「Nielsen BookData」 より