The Business of Aspiration is popular PDF and ePub book, written by Ana Andjelic in 2020-10-26, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, The Business of Aspiration can be Read Online from any device for your convenience.
The Business of Aspiration Book PDF Summary
The Business of Aspiration is about how consumers' shifting status symbols affect business and brand strategy. These changing status symbols, like taste, aesthetic innovation, curation or environmentalism create the modern aspirational economy. In the traditional economy, consumers signaled their status through collecting commodities, Instagram followers, airline miles, and busy back-to-back schedules. By contrast, in the aspirational economy, consumers increasingly convey status through collecting knowledge, taste, micro-communities, and influence. This new capital changes the way businesses and entire markets operate, and yet the modern aspirational economy is still an under-explored area in business and culture. The Business of Aspiration changes that. In this book, marketers will find examples, analyses and tools on how brands can successfully grow in the modern aspirational economy. The Business of Aspiration answers questions like, "what is good for my brand long-term?", "how is this business decision going to impact our culture?" or "what are the main objectives of our growth?" Marketers will learn to shift their brand narrative and competitive strategy, to create and distribute new brand symbols, and to ensure that their brand’s products and services create both monetary and social value.
Detail Book of The Business of Aspiration PDF
- Author : Ana Andjelic
- Release : 26 October 2020
- Publisher : Routledge
- ISBN : 9781000201505
- Genre : Business & Economics
- Total Page : 71 pages
- Language : English
- PDF File Size : 10,7 Mb
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