The Culting of Brands
Subtitle: When Customers Become True Believers
Publisher: Portfolio Hardcover
Published: June 3, 2004
Language: eng
Format: Hardcover
Number of pages: 256
ISBN-13: 9781591840275
Subjects: Sales & marketing; Marketing - Research; Customer loyalty; Advertising; Marketing; Business & Economics; Business / Economics / Finance; Marketing - General; Business/Economics; Identity (Psychology); Customer Service; Business & Economics / Marketing / General; Brand name products; Management
Description: "Atkin argues that people become addicted to "cult brands" for more or less the same reasons that people become committed to cults. In The Culting of Brands, he explains how companies have fueled such unshakable allegiance." "The Culting of Brands includes interviews with current and former cult members, and some of today's most creative marketers. The book makes the connection between religion and consumerism, beliefs and buying instincts."--BOOK JACKET.