From Art to Marketing The Relevance of Authenticity to Contemporary Consumer Culture 1st edition by Marta Massi 303017008X 9783030170080

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Product details:

ISBN-10 :  303017008X 

ISBN-13 : 9783030170080

Author : Marta Massi 

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.

From Art to Marketing: The Relevance of Authenticity to Contemporary Consumer Culture 1st Table of contents:

1. Authenticity: A Polemical Concept
2. The Concept of Authenticity in the Broader Literature
3. Authenticity in Marketing: Reality or Oxymoron?
4. Building Authenticity: The Managerial Perspective
5. Authenticity: Is It Really What Consumers Want?
6. The Study of Authenticity: Implications and Future Research

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Art,Marketing,The Relevance,Authenticity,Contemporary Consumer,Culture,Marta Massi