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 fie...
表中的内容
1. Authenticity: A Polemial Concept.- 2. The Concept of Authenticity in the Broader Literature.- 3. Authenticity in Marketing: Reality or Oxymoron.- 4. Building Brand Authenti...
关于作者
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 Universi...
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