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...
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| Format: | Book |
| Language: | Inglés |
| Published: |
London :
Thames & Hudson
2015
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| See on 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 |
| Summary: | 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. " |
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| Physical Description: | 184 p. ; 23 cm |
| Bibliography: | Incluye referencias bibliográficas (p. 179-180) e índice |
| ISBN: | 9780500291924 |
