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Author Atkin, Douglas.

Title The culting of brands : when customers become true believers / Douglas Atkin.

Imprint New York : Portfolio, c2004.


Location Call No. OPAC Message Status
 Axe 2nd Floor Stacks  658.8343 At51c 2004    ---  Available
 FSCC Non-Fiction  658.8 ATK 2004    ---  Available
Description xix, 230 p. ; 24 cm.
Bibliography Includes bibliographical references (p. 211-219) and index.
Contents The great cult paradox : why people join -- You're different, we're different -- We love you -- You belong -- Culting is a contact sport -- We're in this together -- This is what we believe -- Symbolism -- Commitment is a two-way street -- Go forth and multiply -- Tension : the management of deviance -- A cult is born -- The cult wavers, a church strengthens -- Who runs the cult?
Subject Brand name products -- Marketing -- Management.
Customer loyalty.
Identity (Psychology)
ISBN 1591840279

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