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    Building Brand Authenticity

    By: M. Beverland

    QTY
    -+
    $54.99
     
     
    ISBN
    9780230250802
    Date Released
    Binding
    eBook
     
     

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    Description
    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.

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