Affinity: Beyond Branding

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A major new book breaking new ground in marketing, this book is all about affinity. Affinity is a new concept. It is a new way of thinking. This book is cultural consumer anthropology. It is observing and understanding purchasing behavior, it is about influencing that behavior. Affinity is all about culture and the way we live; about the artifacts around us and how we feel or associate with them; it is the reconnection between business and the street, between the storyteller and the listener.