Markets, meaning, and brand management
Author(s)
Bibliographic Information
Markets, meaning, and brand management
（Culture and consumption / Grant McCracken, 2）
Indiana University Press, c2005
- : pbk
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Note
Includes bibliographical references (p. [193]-220) and index
Description and Table of Contents
- Volume
-
: pbk ISBN 9780253217615
Description
A 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.
Table of Contents
Contents
Acknowledgments
I. Introduction
1. Living in the Material World
2. On Oprah
II. Homes
3. The Drew Bledsoe Paradox: The Mysterious Home Economics of Homo economicus
4. Homeyness: A Cultural Account of One Constellation of Consumer Goods and Meanings
III. Automobiles
5. Calling Grease
6. When Cars Could Fly: Raymond Loewy, John Kenneth Galbraith, and the 1954 Buick
IV. Celebrities
7. Marilyn Monroe, Inventor of Blondness
8. Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
V. Museums
9. The Strange Power of Uncle Meyer's Wallet
10. Culture and Culture at the Royal Ontario Museum: An Anthropological Approach to a Marketing Problem
VI. Advertising
11. Taking Madison Avenue by Storm
12. Advertising: Meaning versus Information
VII. Marketing
13. Sarah Zupko, Meet Mrs. Woolworth
14. Meaning-Management: An Anthropological Approach to the Creation of Value
Bibliography
Index
- Volume
-
ISBN 9780253345660
Description
A 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. Grant McCracken is a visiting scholar at McGill University and author of several books, including "Culture and Consumption" (IUP, 1988), "Big Hair", and "Transformation".
by "Nielsen BookData"
