Building Brand Authenticity

By: M. Beverland

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$53.99
 
 
ISBN
9780230250802
Date Released
Binding
eBook
 
 

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Hardcover
$139.99
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Description
Information
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.
ISBN:
9780230250802
Publication Date:
22 / 10 / 2009

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