This book looks at the complex and unpredictable behaviour of consumers, and how they engage with brand communication. It argues that people are increasingly immersed and defined by promotional culture, and explores how this trend developed using examples from throughout the twentieth century.
This book looks at the complex and unpredictable behaviour of consumers, and how they engage with brand communication. It argues that people are increasingly immersed and defined by promotional culture, and explores how this trend developed using examples from throughout the twentieth century.
Steven McKevitt is Visiting Professor in Brand Communication at Leeds Beckett University. He studied for his PhD at the University of Sheffield. Over a 20 year career in marketing, communications, and branding, his clients have included Nike, Coca-Cola, Sony PlayStation, and Deutsche Bank. His research has been featured in newspapers around the world from The Guardian, Times Literary Supplement, and New Scientist to The Kenya Daily Nation. He is the author of City Slackers (Cyan, 2006), Everything Now (Route, 2012), and The Solar Revolution (Icon, 2014) amongst other books. He lives in Sheffield, UK.
Inhaltsangabe
* Introduction: From White Heat to Cool Britannia * Part One: Out of the Shadows: The Making of Modern Britain * 1: White Heat: Consumption and the Consumer Society * 2: Rational Appeal: Perspectives on Persuasion * Part Two: Into the Vanguard: The Persuasion Industries in Britain, 1969-1997 * 3: Planning for Success: Persuasion in the 1970s * 4: Hearts and Minds: Marketing and Advertising, 1980-1997 * 5: Lifestyle Choices: Branding and Public Relations, 1980-1997 * Part Three: Colonization: Persuasion and Male Consumption, 1969-1997 * 6: 'For Men Who Should Know Better':The Emergence of Menâs Lifestyle Media * 7: Symbols of Self-Expression: The Rise of Corporate Branding * Conclusion: Cool Britannia and the Emotional Consumer
* Introduction: From White Heat to Cool Britannia * Part One: Out of the Shadows: The Making of Modern Britain * 1: White Heat: Consumption and the Consumer Society * 2: Rational Appeal: Perspectives on Persuasion * Part Two: Into the Vanguard: The Persuasion Industries in Britain, 1969-1997 * 3: Planning for Success: Persuasion in the 1970s * 4: Hearts and Minds: Marketing and Advertising, 1980-1997 * 5: Lifestyle Choices: Branding and Public Relations, 1980-1997 * Part Three: Colonization: Persuasion and Male Consumption, 1969-1997 * 6: 'For Men Who Should Know Better':The Emergence of Menâs Lifestyle Media * 7: Symbols of Self-Expression: The Rise of Corporate Branding * Conclusion: Cool Britannia and the Emotional Consumer
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