| Description |
1 online resource (175 p.) |
| Contents |
Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- Illustrations -- Preface -- 1 Relevance: Connecting with Consumers -- Generations Y and Z Inspired by K-Pop -- 2 Reconstruction: Ideological Consumer Engagement -- Vegan Extremism and BrewDog Revolution -- 3 Reassurance: Consumer Nostalgia and Never Growing Up -- Otaku, Pokémon, Lego and Hikikomori -- 4 Reinvention: Evolving Consumer Identities -- Observing RuPaul's Drag race Fans and Reading Taylor Swift's Lyrics -- 5 Reputation: Building and Breaking Brands Offline and Online -- Halo Top, Angelababy and Fan Bingbing |
|
6 Refraction: Alternative Realities and Marketing Fairy Tales -- Myths Around Dropshipping, Meerkats and Backpackers -- 7 Renown: Consumers At the Centre of Attention -- Tourists as Celebrities and Narcissism Normalisation -- 8 Rebalancing: Producing as Well as Consuming -- The Success of Home-Made Spread Versus the Failure of Juicero -- 9 Re-Evaluating: Marketing Amidst Shit Life Syndrome -- Oxycontin and Iron Challenges -- 10 Reviving: Bringing Marketing Back -- Inspired by Sex Toys, Slave-Free Sugar and Marks & Spencer -- Index |
| Notes |
Description based upon print version of record |
| Form |
Electronic book
|
| ISBN |
9781000318364 |
|
1000318362 |
|
