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Buying In: The Secret Dialogue Between What We Buy and Who We Are (2008)
by Rob Walker
Amazon.com Product Description (ISBN 0812974093, Paperback)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.
(retrieved from Amazon Sun, 06 Jan 2013 11:52:21 -0500)
"Consumers are "in control." Or so we're told. In Buying In, New York Times Magazine "Consumed" 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."--BOOK JACKET.
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