Logotipo librería Marcial Pons
Buying in

Buying in
what we buy and who we are

  • ISBN: 9780812974096
  • Editorial: Random House
  • Lugar de la edición: New York. Estados Unidos de Norteamérica
  • Encuadernación: Rústica
  • Medidas: 20 cm
  • Nº Pág.: 289
  • Idiomas: Inglés

Papel: Rústica
12,22 €
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Resumen

Adult/High School#Walker takes a close look at past and present consumerism in the United States, positing that older forms of advertising are no longer successful. In their place, the trend has shifted to what the author calls "murketing," a mix of "murky" and "marketing." He argues that instead of being manipulated by marketing, consumers are using it to their advantage; and instead of being shaped by products, consumers are using them to express individual identity and social outlook. Told from the perspectives of both consumers and marketers, the book entwines historical fact, commentary from experts in the field, and pop-culture examples drawn from brand names such as Timberland, Sanrio, Apple, and Nike. It also incorporates conversations with CEOs of companies like American Apparel as well as start-up projects from the skateboarding and music industries. Walker examines all aspects of "murketing," including ethics, emerging technology, and commercialization versus underground movements. This book is both accessible and relevant to teens, with many of the examples being pulled from Generations Y and Z. It will be useful to those interested in business, advertising, or social trends.#Kelliann Bogan, Colby-Sawyer College, New London, NH Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.

Resumen

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