机读格式显示(MARC)
- 000 03620cam a2200433 i 4500
- 008 200505s2021 enk b 001 0 eng d
- 020 __ |a 9780367552213 |q hbk.
- 020 __ |a 9780367554408 |q pbk. : |c CNY273.04
- 020 __ |z 9781003093572 |q ebk.
- 020 __ |z 1000201406 |q electronic bk. : PDF
- 020 __ |z 9781000201451 |q electronic bk. : Mobipocket
- 020 __ |z 1000201457 |q electronic bk. : Mobipocket
- 020 __ |z 9781000201505 |q electronic bk. : EPUB
- 020 __ |z 1000201503 |q electronic bk. : EPUB
- 020 __ |z 9781000201406 |q electronic bk.
- 040 __ |a DLC |b eng |c DLC |e rda |d OCLCF |d TYFRS |d N$T |d UKMGB |d UKAHL |d YDXIT |d EBLCP |d UAB |d DLC |d OCLCO
- 050 _4 |a HF5415.1255 |b .A53 2021eb
- 100 1_ |a Andjelic, Ana, |d 1976- |e author.
- 245 14 |a The business of aspiration |b how social, cultural, and environmental capital transforms brands / |c Ana Andjelic.
- 246 30 |a How social, cultural, and environmental capital transforms brands
- 264 _1 |a London ; |a New York, NY : |b Routledge, Taylor & Francis Group, |c 2021.
- 300 __ |a xii, 94 pages ; |c 24 cm
- 336 __ |a text |b txt |2 rdacontent
- 337 __ |a unmediated |b n |2 rdamedia
- 338 __ |a volume |b nc |2 rdacarrier
- 504 __ |a Includes bibliographical references and index.
- 505 0_ |a Preface -- Introduction: The Modern Aspiration Economy -- 1 To Hack Growth, Brands Have to Hack Culture First -- 2 Three Models of Social Influence -- 3 Why Taste Communities are the Future of Marketing -- 4 Mimicry as Taste: Why Cultural Sameness is a Matter of Social Design -- 5 The 4Cs: Brand Strategy Meets the Modern Aspiration Economy -- Conclusion: Coronavirus Killed the Modern Aspiration Economy. What Comes Next?
- 520 __ |a "Not long ago, wearing real fur was a signal of wealth and status. Now, it's a signal of ignorance. Thanks to luxury rental and resale services, these day anyone can walk around in a Gucci belt. But not everyone knows that Rimowa dropped a new suitcase or who made their food and clothes. Wokeness is a modern class distinction. What consumers value, and how they spend their time and money, changes the role and meaning of brands. It is not only business savvy, but also socially urgent that brands start trading in the modern aspirational economy. Overproduction and air travel are killing our planet, and social media addiction and busyness are killing us. Accumulating commodities and counting air miles and social media likes are aspiration symbols that reward the bad behavior of companies and individuals. For the longest time, brands have operated according to the Veblen logic that status is linked to wealth and desirability to price. Now they have the opportunity to flip the script of aspiration and link worth and values to their success. Aimed at marketers, entrepreneurs, and everyone else curious about changing business, in this book you will find analysis, examples, and tools of how to use the modern aspiration economy to shift your brand narrative and competitive strategy, create and distribute brand symbols, and ensure that your products and services create both monetary and moral value. Written by a world-renown brand strategy executive and Sociology Ph.D., this book seamlessly combines sociology and business to deliver practical advice for brands across industries"-- |c Provided by publisher.
- 650 _0 |a Branding (Marketing)
- 650 _0 |a Consumers' preferences.
- 650 _0 |a Business planning.