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Exploring the evolving relationship between consumers and brands, Rob Walker introduces the concept of "murketing," where individuals actively engage in marketing campaigns and create personal brands. Through case studies of companies like Timberland and Red Bull, Walker illustrates how consumers adopt products as expressions of their identities rather than mere purchases. This work blends marketing insights with cultural anthropology, revealing the profound connection between consumer choices and personal identity in today's marketplace.
Zakup książki
Buying in, Rob Walker
- Język
- Rok wydania
- 2010
- Oprawa
- (miękka)
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- Tytuł
- Buying in
- Podtytuł
- What We Buy and Who We Are
- Język
- angielski
- Autorzy
- Rob Walker
- Rok wydania
- 2010
- Oprawa
- miękka
- Liczba stron
- 320
- ISBN13
- 9780812974096
- Seria
- Kategorie
- Ocena
- 3,75 z 5
- Opis
- Exploring the evolving relationship between consumers and brands, Rob Walker introduces the concept of "murketing," where individuals actively engage in marketing campaigns and create personal brands. Through case studies of companies like Timberland and Red Bull, Walker illustrates how consumers adopt products as expressions of their identities rather than mere purchases. This work blends marketing insights with cultural anthropology, revealing the profound connection between consumer choices and personal identity in today's marketplace.