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Building Brand Authenticity

Building Brand Authenticity

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9780230580312
Condition
New
Product Description

The projection of authenticity isone 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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