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 ...
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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.
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Add this copy of The Business of Aspiration to cart. $16.01, like new condition, Sold by HPB-Blue rated 5.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2020 by Routledge.
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Add this copy of The Business of Aspiration: How Social, Cultural, and to cart. $21.10, fair condition, Sold by Book Culture Inc. rated 5.0 out of 5 stars, ships from New York, NY, UNITED STATES, published 2020 by Routledge.
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Add this copy of The Business of Aspiration to cart. $42.98, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2020 by Routledge.
