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Building Brand Authenticity: 7 Habits of Iconic Brands by Michael Beverland 2009

Building Brand Authenticity: 7 Habits of Iconic Brands by Michael Beverland 2009

$44.95Price
Building Brand Authenticity: 7 Habits of Iconic Brands. By Michael B. Beverland. Palgrave Macmillan, 2009.
 
Business & Economics
ISBN: 0230580319
 
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.
 
Michael B. BeverIand is a Professor of Marketing at RMIT University, School of Economics, Finance and Marketing, Australia.
 
Secure binding with clean pages. The jacket is attached to the book. Ex-library book with library stickers to cover and withdrawn stamp at the front endpaper.
 
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