Buying in

Buying in

The Secret Dialogue Between What We Buy and Who We Are

eBook - 2008
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Random House, Inc.
Brands are dead. Advertising no longer works. Consumers are in control. Or so we're told. In Buying In, Rob Walker argues that this accepted wisdom misses a much more important cultural shift, including a practice he calls murketing, in which people create brands of their own and participate, in unprecedented ways, in marketing campaigns for their favorites. Yes, rather than becoming immune to them, we are rapidly embracing brands. Profiling Timberland, American Apparel, Pabst Blue Ribbon, Red Bull, iPod, and Livestrong, among others, 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 In reveals why now, more than ever, we are what we buy—and vice versa.

Baker & Taylor
A counterintuitive analysis of marketing and culture in modern-day life reveals how consumers embrace marketing efforts to use brands to express their cultural, political, and artistic identities and examines how the relationship between consumer and consumed has become altered by marketers' ability to blur the lines among advertising, entertainment, and public space. 50,000 first printing.

Publisher: New York : Random House, c2008
ISBN: 9781588367297
1588367290
Branch Call Number: OVERDRIVE
Characteristics: xx, 291 p. ; 25 cm
Additional Contributors: Overdrive, Inc

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ds123
Jun 02, 2010

This book helps us understand our relationship to brands in everyday life.

As a marketer, it gives me tremendous insight.

Its from a consumer's point of view too, which is great.

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