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The Fake Factor 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Mccartney, Sarah 作者

Independent Pub Group

译者

出版日期

230 页数

18.95 价格

Pap

丛书系列

9781904879428 图书编码

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发表于2024-11-26

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The Fake Factor 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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The Fake Factor 在线电子书著者简介

Sarah McCartney is a marketing consultant and a former media planner and promotion manager for the Guardian and the Observer.

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The Fake Factor 在线电子书图书描述

The complex relationship between expensive brands, such as Coach, Gucci, and Prada, and their knockoff counterparts is examined in this sociological look at high-end branding. Assuming that branding, and the high price that often comes with it, is a guarantee for high quality, this analysis looks not only at what it takes for a brand to become worthy of being copied, but also at why consumers forego quality for brand recognition and even brag about their fake's lack of credibility. The financial and emotional benefits of fakes for both consumers and fake manufacturers are discussed, as well as what brands can do to entice consumers to buy the real thing. For marketing students, professionals, and those interested in the luxury goods market, this unusual analysis provides a fresh perspective on marketing's ever-elusive desire to understand what it is that drives consumers to buy what they buy.

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