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ISBN-10: 1400063914
ISBN-13: 9781400063918
Edition: 2008
List price: $25.00
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Description:
Brands are dead. Advertising no longer works. Weaned on TiVo, the Internet, and other emerging technologies, the short-attention-span generation has become immune to marketing. Consumers are 0;in control.1; Or so we7;re told. InBuying In,New York TimesMagazine 0;Consumed1; columnist Rob Walker argues that this accepted wisdom misses a much more important and lasting cultural shift. As technology has created avenues for advertising anywhere and everywhere, people are embracing brands more than ever before-creating brands of their own and participating in marketing campaigns for their favorite brands in unprecedented ways. Increasingly, motivated consumers are pitching in to spread the gospel… virally, whether by creating Internet video ads for Converse All Stars or becoming word-of-mouth 0;agents1; touting products to friends and family on behalf of huge corporations. In the process, they-we-have begun to funnel cultural, political, and community activities through connections with brands. Walker explores this changing cultural landscape-including a practice he calls 0;murketing,1; blending the terms murky and marketing-by introducing us to the creative marketers, entrepreneurs, artists, and community organizers who have found a way to thrive within it. Using profiles of brands old and new, including Timberland, American Apparel, Pabst Blue Ribbon, Red Bull, iPod, and Livestrong, Walker demonstrates the ways in which buyers adopt products, not just as consumer choices, but as conscious expressions of their identities. Part marketing primer, part work of cultural anthropology,Buying Inreveals why now, more than ever, we are what we buy-and vice versa. Advance praise for Buying In 0;The most trenchant psychoanalyst of our consumer selves is Rob Walker. This is a fresh and fascinating exploration of the places where material culture and identity intersect.1; -Michael Pollan, author ofIn Defense of Food 0;This book has vast social implications, far beyond the fields of marketing and branding. It obliterates our old paradigm of companies (the bad guys) corrupting our children (the innocents) via commercials. In this new world, media-literate young people freely and willingly co-opt the brands, and most companies are clueless bystanders desperate to keep up. I really don't know if this is good news or bad news, but I can say, with certainty, that this book is a must-read.1; -Po Bronson, author ofWhat Should I Do with My Life? 0;Rob Walker is a gift. He shows that in our shattered, scattered world, powerful brands are existential, insinuating themselves into the human questions 6;What am I about?7; and 6;How do I connect?7; His insight that brand influence is becoming both more pervasive and more hidden-that we are not so self-defined as we like to think-should make us disturbed, and vigilant.1; -Jim Collins, author ofGood to Great 0;Rob Walker is a terrific writerwho understands both human nature and the business world. His book is highly entertaining, but it7;s also a deeply thoughtful look at the ways in which marketing meets the modern psyche.1; -Bethany McLean, editor at large,Fortune, and co-author ofThe Smartest Guys in the Room 0;Are we living in an era of YouTube-empowered, brand-rejecting consumers? Rob Walker has the surprising answers, and you won7;t want to miss this joyride through the front lines of consumer culture. A marketing must-read.1; -Chip Heath and Dan Heath, authors of Made to Stick 0;Rob Walker brillia