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From art to marketing = the relevanc...

Massi, Marta.

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From art to marketing = the relevance of authenticity to contemporary consumer culture /

Record Type:	Electronic resources : Monograph/item
Title/Author:	From art to marketing/ by Marta Massi.
Reminder of title:	the relevance of authenticity to contemporary consumer culture /
Author:	Massi, Marta.
Published:	Cham :Springer International Publishing : : 2023.,
Description:	ix, 151 p. :ill., digital ;24 cm.
[NT 15003449]:	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.
Contained By:	Springer Nature eBook
Subject:	Art - Marketing. -
Online resource:	https://doi.org/10.1007/978-3-030-17008-0
ISBN:	9783030170080

From art to marketing = the relevance of authenticity to contemporary consumer culture /
Massi, Marta.

From art to marketingthe relevance of authenticity to contemporary consumer culture /[electronic resource] :by Marta Massi. - Cham :Springer International Publishing :2023. - ix, 151 p. :ill., digital ;24 cm.

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.

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.

ISBN: 9783030170080

Standard No.: 10.1007/978-3-030-17008-0doiSubjects--Topical Terms:

589742
Art
--Marketing.

LC Class. No.: N8600

Dewey Class. No.: 706.88

From art to marketing = the relevance of authenticity to contemporary consumer culture /
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505 0 $a 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.
520 $a 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.
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