Full Description
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.
Contents
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.
