Culture and Consumption II
Markets, Meaning, and Brand Management v. 2
By (author) Grant David McCracken
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Culture and Consumption II by Grant David McCracken
Book DescriptionA follow-up to Grant McCracken's groundbreaking Culture and Consumption, this new book trades the usual platitudes about the consumer society for a more detailed, exacting anthropological treatment. Each section of the book pairs a brief essay with an academic article. The essay is designed for a quick, provocative glimpse of the topic; the article provides a deeper anthropological treatment. The book opens with a broadside against the now thoroughly conventionalized attack on the consumer culture. Essays follow on homes, cars, people, and social mobility; celebrities, consumerism, and self-invention; museums and the power of objects; the anthropology of advertising; and marketing, meaning management, and value. Like McCracken's previous volume, this new book is an engaging, informative, and eye-opening foray into modern consumer culture.
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Book DetailsISBN: 9780253217615
(231mm x 160mm x 19mm)
Imprint: Indiana University Press
Publisher: Indiana University Press
Publish Date: 15-Jul-2005
Country of Publication: United States
Books By Author Grant David McCracken
Transformations, Paperback (May 2008)
The reinvention of identity in today's world
Flock and Flow, Hardback (August 2006)» View all books by Grant David McCracken
Deploys 'complex adaptive theory' to track the movement of trends and new groupings of consumers. This book shows how to monitor new trends, whether and when to introduce new brands and brand extensions, how to speak to niche markets, and how to avoid costly mistakes. It is intended for those trying to keep up with marketplace changes.
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Author Biography - Grant David McCracken
Grant McCracken is a member of The MIT Laboratory for Branding Cultures and a visiting scholar at McGill University and author of several books, including Culture and Consumption (IUP, 1988), Big Hair, and Transformation.
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