The management of culture : professional challenges of managing narratives and brands in a changing cultural environment
This paper explores the relations between culture, consumer behavior and management, introducing a new perspective for the study of cultural management, in order to activate better relationship strategies between brands and their audiences. The objective is to understand the instrumentalization of c...
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| Format: | article |
| Language: | eng |
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2017
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| Online Access: | http://hdl.handle.net/10451/27807 |
| Country: | Portugal |
| Oai: | oai:repositorio.ul.pt:10451/27807 |