Author : Rob Walker
Publisher : Random House
ISBN 13 : 1588367290
Total Pages : 321 pages
Book Rating : 4.5/5 (883 download)
Book Synopsis Buying In by : Rob Walker
Download or read book Buying In written by Rob Walker and published by Random House. This book was released on 2008-06-03 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.