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Brand Beauty Unleashed : The Value of Aesthetics in Marketing. ブランドの美を解き放つ －マーケティングにおける美学の価値－
・ISBN 978-0-367-11240-0 hard GB£ 171.99
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・ISBN 978-0-367-11241-7 paper GB£ 43.99
￥13,935.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-429-02549-5
| 著者・編者 | Álvarez del Blanco, Roberto M., |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2020 |
| ページ数 | 190 pp. |
| 言語 | ENG |
| ニュース番号 | ＜655-571 655-P1921＞ |
解説
This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace.
Traditionally, beauty has been examined in relation to its influence on painting, sculpture, literature, music, and architecture. However, its value and power in the marketplace is understudied. Alvarez del Blanco provides a systematic analysis of beauty in commonplace objects and brands, drawing on cutting-edge research at the intersection of marketing and neurosciences. Through examining the neuroscientific evidence for how the brain processes beauty, the author articulates the implications this may have on marketing and brand management. He also offers a glimpse of how beauty may evolve, and its marketing implications for firm strategy in the coming decades.
Written by a recognized authority in marketing and brand strategy, Brand Beauty Unleashed gives students with an interest in marketing, consumer behavior, branding, and neuromarketing an exciting new perspective on this intangible asset.