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The Business of Aspiration
- How Social, Cultural, and Environmental Capital Changes Brands
Af: Ana Andjelic
Engelsk
Bogcover for The Business of Aspiration af Ana Andjelic, 9780367554408
Specifikationer
Sprog:
Engelsk
Sider:
94
ISBN-13:
9780367554408
Indbinding:
Paperback
ISBN-10:
0367554402
Kategori:
Udg. Dato:
27 okt 2020
Størrelse i cm:
15,4 x 23,2 x 2,1
Forlag:
Oplagsdato:
27 okt 2020
Forfatter(e):
Genre:

The Business of Aspiration

- How Social, Cultural, and Environmental Capital Changes Brands
Af: Ana Andjelic
Engelsk
Paperback 2020
Format:
Paperback
Bog beskrivelse

The Business of Aspiration is about how consumers'' shifting status symbols affect business and brand strategy. These changing status symbols, like taste, aesthetic innovation, curation or environmentalism create the modern aspirational economy.


In the traditional economy, consumers signaled their status through collecting commodities, Instagram followers, airline miles, and busy back-to-back schedules. By contrast, in the aspirational economy, consumers increasingly convey status through collecting knowledge, taste, micro-communities, and influence. This new capital changes the way businesses and entire markets operate, and yet the modern aspirational economy is still an under-explored area in business and culture. The Business of Aspiration changes that.　


In this book, marketers will find examples, analyses and tools on how brands can successfully grow in the modern aspirational economy. The Business of Aspiration answers questions like, "what is good for my brand long-term?", "how is this business decision going to impact our culture?" or "what are the main objectives of our growth?" Marketers will learn to shift their brand narrative and competitive strategy, to create and distribute new brand symbols, and to ensure that their brand’s products and services create both monetary and social value.



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350 kr
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Specifikationer
Sprog:
Engelsk
Sider:
94
ISBN-13:
9780367554408
Indbinding:
Paperback
ISBN-10:
0367554402
Kategori:
Udg. Dato:
27 okt 2020
Størrelse i cm:
15,4 x 23,2 x 2,1
Forlag:
Oplagsdato:
27 okt 2020
Forfatter(e):
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