BUYING IN(ISBN=) 英文原版

　　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. 
 

　　Rob Walker writes the weekly column “Consumed,” a blend of
business journalism and cultural anthropology, for The New York
Times Magazine. Previously, he created and wrote the popular “Ad
Report Card” column for Slate, and he has contributed to a wide
range of publications, from Fast Company and Fortune to The New
Republic and AdBusters. Walker continues to write about the secret
dialogue between what we buy and who we are at his own website,
Murketing.com. He lives in Savannah, Georgia, with his wife,
photographer Ellen Susan.