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Books > Business & Economics > Economics
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The Artisan Brand - Entrepreneurship and Marketing in Contemporary Craft Economies (Hardcover)
Loot Price: R2,867
Discovery Miles 28 670
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The Artisan Brand - Entrepreneurship and Marketing in Contemporary Craft Economies (Hardcover)
Series: New Horizons in Marketing series
Expected to ship within 12 - 17 working days
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Investigating the changing forms, dynamics and trajectories of the
artisan and craft sector, this timely book considers the
opportunities, challenges, and uncertainties associated with
artisanal businesses in new economic times. Exploring how artisanal
and craft products remain vibrant embodiments of tradition,
heritage, authenticity and creativity, the book explores how these
qualities are being harnessed and transformed to enable artisanal
businesses to exploit the opportunities presented by technological
innovation and evolving consumption patterns for their future
viability and vitality. Revolutionary advancement in digital
technologies offer 'game-changing' possibilities for artisanship
and craft, across a spectrum ranging from production practices to
e-commerce. But such technological advancements also present
challenges to how artisanship sustains its important 'traditional'
associations, and how it builds on its relationship with the
ethical, the sustainable and the local. Featuring an international
range of case studies, chapters exemplify how artisanal
organisations can revitalise their business models, using
innovative branding and marketing strategies, and entrepreneurship,
to utilise the best of both the past and the future. This
cutting-edge book will prove invaluable to students and scholars of
marketing, business studies and sociology who are interested in
contemporary innovation in artisanship and craft. With practical
advice from industry experts, it also serves as a useful resource
for practitioners and stakeholders within the artisanal and craft
sector who might be concerned with the impact of digitalisation on
the field.
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