Culture And Consumption II: Markets, Meaning, And Brand Management: v. 2 (Culture and Consumption: Markets, Meaning, and Brand Management) - Tapa dura

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".

Grant McCracken has been the director of the Institute of Contemporary Culture and a senior lecturer at the Harvard Business School and is now a visiting scholar at McGill University.