Building Brand Authenticity: 7 Habits of Iconic Brands
by M. Beverland | Palgrave Macmillan | eText ISBN 9780230250802
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.Book detailsAuthor: M. BeverlandPublisher: Palgrave MacmillaneText ISBN: 9780230250802Print ISBN: 9780230580312Format:...
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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.About this book
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