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.
Cuprins
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.
Despre autor
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 Mc Gill 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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