The business of aspiration : how social, cultural, and environmental capital changes brands / Ana Andjelic

By: Andjelic, Ana Language: English Publication details: Nova York : Routledge , 2021 Edition: 1ª edDescription: 94 p. : text. ; 23 cmISBN: 9780367554408Subject(s): Màrqueting | Construcció de marca (Màrqueting) | Influència social | Consumidors -- Preferències | Empreses -- Planificació | Ambició | Èxit en els negocisSummary: Sumari: 1. To hack growth, brands have to hack culture first 2. Three models of social influence 3. Why taste communities are the future of marketing 4. Mimicry as taste: why cultural sameness is a matter of social design 5. The 4Cs: brand strategy meets the modern aspiration economy 6. Conclusion: coronavirus killed the modern aspiration economy. What comes next?

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings ( 1 )
Title notes ( 1 )
Comments ( 0 )
Images

Holdings
Item type	Current library	Call number	Status	Notes	Date due	Barcode
Llibre	LCI Barcelona Prestatgeria 8	658.8 AND bus	Available	Secció Matèries generals		10670000003475

Sumari:

1. To hack growth, brands have to hack culture first

2. Three models of social influence

3. Why taste communities are the future of marketing

4. Mimicry as taste: why cultural sameness is a matter of social design

5. The 4Cs: brand strategy meets the modern aspiration economy

6. Conclusion: coronavirus killed the modern aspiration economy. What comes next?

There are no comments on this title.

to post a comment.

Click on an image to view it in the image viewer