MKTG 4150 Lecture Notes - Social Capital, Starbucks, Nutella

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Roy sutherland: life lessons from an ad man. Solving problems by changing perceptions instead of reality. Spend differently with someone else"s money rather than your own. Sounds university of texas zero sounds like it has more of a substance. Replacing material value with symbolic value explains why people buy things that may have been worn by a famous person not just what you perceive in a product but how others will perceive it. Persuasion could do it in a nice way smiley faces. Change of social capital the gold capital change in system. Democracy of consumption coke not always good. Mcd"s in europe eat there because miss it from home. People often buy products for what they do but for what they mean help us to form bonds with others who share similar. Meanings often emanate from marketing efforts from marketing efforts. Influence your view of the world around you:

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