| LEADER 02369cam 22433 i 4500 |
| 001 3354 |
| 003 ULIBM |
| 005 20200922140432. |
| 006 m o d |
| 007 cr un ---uuuu |
| 008 191027t20202020caua ob 001 0 eng |
| 020 ^z9781440873201^q(cloth |
| 020 ^a9781440873218^q(electronic book |
| 035 ^a(OCoLC)112718164 |
| 040 ^aMiFhGG^beng^cMiFhGG^erda^ep |
| 050 4 ^aHF5415.1255^b.T65 202 |
| 082 00 ^a658.8/27^22 |
| 100 1 ^aToft, Mark,^eauthor |
| 245 10 ^aAuthenticity :^bbuilding a brand in an insincere age /^cMark Toft, Jay Sunny, and Rich Taylor |
| 300 ^ a1 online resource (xii, 198 pages) :^billustrations |
| 490 ^ aGale eBooks |
| 504 ^ aIncludes bibliographical references and index. |
| 505 ^ aSetting the stage -- Why authenticity -- What authenticity requires -- Ficing an inauthentic brand -- Breaking bad habits, building better ones -- Select profiles in authenticity -- Profiles that show the perils of insincerity -- Using media authentically -- Assessment tools -- Closing thoughts. |
| 520 ^ aBrands are alienating customers by telling the wrong story and championing a false purpose. Businesses can avoid the same fate, attract loyal customers, and out-narrate the competition by embracing authenticity. Readers will learn the importance of purpose and conflict in marketing activities, how to approach advertising with clarity and passion, and how to plan content while avoiding the false allure of aspirational advertising and insincere corporate social responsibility. |
| 650 0^ aAuthenticity (Philosophy) |
| 650 0^ aAdvertising. |
| 650 0^ aBranding (Marketing) |
| 700 ^ aTaylor, Rich,^eauthor. |
| 700 ^ aSunny, Jay,^eauthor. |
| 710 ^ aGale (Firm) |
| 776 8^ iPrint version:^tAuthenticity.^dSanta Barbara, California : Praeger, an imprint of ABC-CLIO, LLC, [2020]^z9781440873201^w(DLC) 2019029862 |
| 856 0^ uhttps://link.gale.com/apps/pub/2WT9/GVRL?sid=gale_marc&u=thmsu^zAvailable via Gale eBooks. Click here to access |
แสดงรายละเอียดบรรณานุกรม
QR code
ปิดหน้าต่าง
RMU-ebook : เกี่ยวกับ Collections
Copyright 2026. All Rights Reserved.