Building Brand Authenticity

Availability: In stock
ISBN:
9780230580312
Author: Michael Beverland
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Condition
Cover
Year
Price
Great
Hard Cover
2009
$8.50
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
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