The Marketing of Meaning
Why purpose markets itself
This book is an answer to the constantly recurring question asked by most brands: What do consumers want these days? Erik Saelens gives a clear answer to this question by mapping out consumer behavior, pointing out the responsibility of brands in a changing world, and showing how to survive and even thrive in a world dominated by excess. Here he deepens the book’s triggering statement, “why purpose markets itself,” and offers you the recipe to thriving in challenging times.