From art to marketing : the relevance of authenticity to contemporary consumer culture
Massi, Marta, 1980-
From art to marketing : the relevance of authenticity to contemporary consumer culture / Marta Massi. - ix, 151 pages : illustrations ; 21 cm.
Includes bibliographical references and index.
Authenticity: A Polemial Concept — The Concept of Authenticity in the Broader Literature — Authenticity in Marketing: Reality or Oxymoron — Building Authenticity: The Managerial Perspective — Authenticity: Is It Really What Consumers Want? — The Study of Authenticity: Implications and Future Research.
Taking a new approach to a relatively underexplored area, this book examines the concept of authenticity and its relevance to marketing management. The author draws on several disciplines, including arts, philosophy, sociology and psychology, as well as focusing on important sub-fields within the field of marketing such as consumer behaviour and tourism. Presenting data from interviews with managers and consumers, and summarising and critiquing recent developments within the field, From Arts to Marketing is a timely and much-needed addition to literature and will be useful to those researching consumer behaviour, brand management and marketing more generally.
9783030170073
Art--Expertising.
Art--Marketing.
Marketing--Philosophy.
N8600
From art to marketing : the relevance of authenticity to contemporary consumer culture / Marta Massi. - ix, 151 pages : illustrations ; 21 cm.
Includes bibliographical references and index.
Authenticity: A Polemial Concept — The Concept of Authenticity in the Broader Literature — Authenticity in Marketing: Reality or Oxymoron — Building Authenticity: The Managerial Perspective — Authenticity: Is It Really What Consumers Want? — The Study of Authenticity: Implications and Future Research.
Taking a new approach to a relatively underexplored area, this book examines the concept of authenticity and its relevance to marketing management. The author draws on several disciplines, including arts, philosophy, sociology and psychology, as well as focusing on important sub-fields within the field of marketing such as consumer behaviour and tourism. Presenting data from interviews with managers and consumers, and summarising and critiquing recent developments within the field, From Arts to Marketing is a timely and much-needed addition to literature and will be useful to those researching consumer behaviour, brand management and marketing more generally.
9783030170073
Art--Expertising.
Art--Marketing.
Marketing--Philosophy.
N8600
