M. Beverland

Manufacturing in the UK has an image problem. Although this image problem is more fiction than fact, it nonetheless has an impact on the sector's ability to attract staff, capital, and policy interest. This book redresses this situation by focusing... Lire la suite

The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding... Lire la suite