03409nam 22006735 450 991068258400332120231024162907.09783030170080(electronic bk.)978303017007310.1007/978-3-030-17008-0(MiAaPQ)EBC7212017(Au-PeEL)EBL7212017(CKB)26257506300041(DE-He213)978-3-030-17008-0(PPN)269096973(EXLCZ)992625750630004120230309d2023 u| 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierFrom Art to Marketing The Relevance of Authenticity to Contemporary Consumer Culture /by Marta Massi1st ed. 2023.Cham :Springer International Publishing :Imprint: Palgrave Macmillan,2023.1 online resource (155 pages) illustrationsPalgrave pivotPrint version: Massi, Marta From Art to Marketing Cham : Springer International Publishing AG,c2023 9783030170073 Includes bibliographical references and index.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.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 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.Palgrave pivot.MarketingIndustriesManagementAestheticsMarketingIndustriesManagementIndustriesAestheticsMarketing.Industries.Management.Aesthetics.Marketing.Industries.Management.Industries.Aesthetics.702.88706.88Massi Marta1980-1350747MiAaPQMiAaPQMiAaPQ9910682584003321From art to marketing3089642UNINA