From Art to Marketing
The Relevance of Authenticity to Contemporary Consumer Culture
Authors: Massi, Marta
- Explores consumer experiences and culture in relation to perceived authenticity
- Provides a comprehensive review of current literature from an interdisciplinary range of fields
- Focuses on the importance of authenticity to the role of the brand/marketing manager
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- About this book
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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.
- About the authors
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Marta Massi is an Assistant Professor of Marketing at Università 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, Marta’s 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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Bibliographic Information
- Bibliographic Information
-
- Book Title
- From Art to Marketing
- Book Subtitle
- The Relevance of Authenticity to Contemporary Consumer Culture
- Authors
-
- Marta Massi
- Copyright
- 2021
- Publisher
- Palgrave Pivot
- Copyright Holder
- The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
- eBook ISBN
- 978-3-030-17008-0
- Hardcover ISBN
- 978-3-030-17007-3
- Edition Number
- 1
- Number of Illustrations
- 7 b/w illustrations
- Topics
