The Fake Factor: Why We Love Brands but Buy Fakes
| Author | : | |
| Rating | : | 4.32 (773 Votes) |
| Asin | : | 190487942X |
| Format Type | : | paperback |
| Number of Pages | : | 224 Pages |
| Publish Date | : | 2014-05-02 |
| Language | : | English |
DESCRIPTION:
One of the best reads in the last 12 months C. Ball This is an absolute must read. Honest and well written, this book gives a unique inside into the world of brands and fakes. This should be on everybody's must read list.
Sarah McCartney is a marketing consultant and a former media planner and promotion manager for the Guardian and the Observer.
About the AuthorSarah McCartney is a marketing consultant and a former media planner and promotion manager for the Guardian and the Observer.
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.. 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. 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, bu