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Zeer duurzaam Brands Meaning and Value Postmodern by Adam Arvidsson naPl2Ydy

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Drawing on rich empirical material this revealing book builds up a critical theory arguing that brands have become an important tool for transforming everyday life into economic value. When branding lifestyles or value complexes onto their products companies assume that consumers desire products for their ability to give meaning to their lives. Yet brands also have a key function within managerial strategy. Examining the history of audience and market research marketing thought and advertis