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From art to marketingthe relevance of authenticity to contemporary consumer culture /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	From art to marketingby Marta Massi.
其他題名:	the relevance of authenticity to contemporary consumer culture /
作者:	Massi, Marta.
出版者:	Cham :Springer International Publishing :2023.
面頁冊數:	ix, 151 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
標題:	ArtMarketing.
電子資源:	https://doi.org/10.1007/978-3-030-17008-0
ISBN:	9783030170080$q(electronic bk.)

From art to marketingthe relevance of authenticity to contemporary consumer culture /
Massi, Marta.

From art to marketingthe relevance of authenticity to contemporary consumer culture /[electronic resource] :by Marta Massi. - Cham :Springer International Publishing :2023. - ix, 151 p. :ill., digital ;24 cm.

1. Authenticity: A Polemial Concept -- 2. The Concept of Authenticity in the Broader Literature -- 3. Authenticity in Marketing: Reality or Oxymoron -- 4. Building Brand Authenticity: The Managerial Perspective -- 5. Authenticity: Is It Really What Consumers Want? -- 6. 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. Marta Massi is an Assistant Professor of Marketing at Università Cattolica del Sacro Cuore in Milan, Italy. Previously, she was a visiting scholar at Deakin University, Australia and McGill University, Canada. With her interests revolving around branding and arts marketing, Marta's research has been published in a number of leading journals, such as the Journal of Consumer Affairs and the International Journal of Technology Management.

ISBN: 9783030170080$q(electronic bk.)

Standard No.: 10.1007/978-3-030-17008-0doiSubjects--Topical Terms:

223816
Art
--Marketing.

LC Class. No.: N8600

Dewey Class. No.: 706.88

From art to marketingthe relevance of authenticity to contemporary consumer culture /
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520 $a 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. Marta Massi is an Assistant Professor of Marketing at Università Cattolica del Sacro Cuore in Milan, Italy. Previously, she was a visiting scholar at Deakin University, Australia and McGill University, Canada. With her interests revolving around branding and arts marketing, Marta's research has been published in a number of leading journals, such as the Journal of Consumer Affairs and the International Journal of Technology Management.
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