Suchen und Finden

Titel

Autor

Inhaltsverzeichnis

Nur ebooks mit Firmenlizenz anzeigen:

 

From Art to Marketing - The Relevance of Authenticity to Contemporary Consumer Culture

From Art to Marketing - The Relevance of Authenticity to Contemporary Consumer Culture

Marta Massi

 

Verlag Palgrave Macmillan, 2023

ISBN 9783030170080 , 151 Seiten

Format PDF

Kopierschutz Wasserzeichen

Geräte

42,79 EUR

Mehr zum Inhalt

From Art to Marketing - The Relevance of Authenticity to Contemporary Consumer Culture


 

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.