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Beverland, Michael

Building Brand Authenticity

Beverland, Michael - Building Brand Authenticity, ebook

55,30€

Ebook, PDF with Adobe DRM
ISBN: 9780230250802
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Table of contents

1. The New Brand Reality
Michael Beverland

2. Why Authenticity?
Michael Beverland

3. The Authenticity of Stories
Michael Beverland

4. Appearing as Artisanal Amateurs
Michael Beverland

5. Sticking to Your Roots
Michael Beverland

6. Love the Doing
Michael Beverland

7. Market Immersion
Michael Beverland

8. Be at One with the Community
Michael Beverland

9. Indoctrinate Staff into the Brand Cult
Michael Beverland

10. What Can You Do?
Michael Beverland

Keywords: Business and Management, Marketing, Market Research/Competitive Intelligence

Author(s)
Publisher
Springer
Publication year
2009
Language
en
Edition
1
Page amount
233 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9780230250802
Printed ISBN
978-1-349-36844-0

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