Un brandable #HowToSucceedInTheNewBrandSpace
Presentación del editor: "The worlds of branding and consumption are changing. Helping to set the agenda are what Adam N. Stone designates the 'Unbrandables', consumers who are sensitive to inauthenticity, hostile to relentless materialism, and suspicious of products they do not want...
| Otros Autores: | |
|---|---|
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
London :
Thames & Hudson
2015
|
| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991000892479708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
| Sumario: | Presentación del editor: "The worlds of branding and consumption are changing. Helping to set the agenda are what Adam N. Stone designates the 'Unbrandables', consumers who are sensitive to inauthenticity, hostile to relentless materialism, and suspicious of products they do not want or that harm the environment. Then there are the brands determined to show that honesty, transparency and a concern for the planet and their customers' needs are essential when connecting with a more sceptical audience. This book provides advertising and marketing professionals with a guide to this new landscape. " |
|---|---|
| Descripción Física: | 184 p. ; 23 cm |
| Bibliografía: | Incluye referencias bibliográficas (p. 179-180) e índice |
| ISBN: | 9780500291924 |
