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The Business of Aspiration How Social, Cultural, and Environmental Capital Changes Brands

Ana Andjelic
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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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Dane bibliograficzne / Bibliographic info
Rodzaj (nośnik) / Type of product książka / book
Dział / Department Książki i czasopisma / Books and periodicals
Autor / Author Ana Andjelic
Tytuł / Title The Business of Aspiration
Podtytuł / Subtitle How Social, Cultural, and Environmental Capital Changes Brands
Język / Language angielski
Wydawca / Publisher Routledge
Rok wydania / Published in year 2021
Rodzaj oprawy / Binding type Miękka
Wymiary / Size 15.0x23.0
Liczba stron / Number of pages 94
Ciężar / Weight 0,18 kg
   
ISBN 9780367554408 (9780367554408)
EAN/UPC 9780367554408
Stan produktu / Condition nowy / new - sprzedajemy wyłącznie nowe nieużywane produkty

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