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

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

9783030170080 (electronic bk.)
303017008X (electronic bk.)
9783030170073
3030170071

Basingstoke : Palgrave Macmillan, 2023.

English

1 online resource : illustrations

10.1007/978-3-030-17008-0 doi

N8600

706.88

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 Universit 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, Martas 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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