The Business of Aspiration av Ana Andjelic

1759,-

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<P><EM>The Business of Aspiration</EM> 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.</P><P><BR></P><P>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. <I>The Business of Aspiration</I> changes that. </P><P><BR></P><P>In this book, marketers will find examples, analyses and tools on how brands can successfully grow in the modern aspirational economy. <I>The Business of Aspiration</I> answers qu