Full Description
This book explores how everyday stories, media, and symbols shape—and are shaped by—the ways we think about markets, brands, and consumption. Drawing on examples from film, television, music, fairs, and other familiar cultural settings, this book offers fresh perspectives on how marketing operates beyond boardrooms, spreadsheets, and formal strategy. Rather than treating marketing as a self-contained discipline, it goes further by suggesting that brands and marketing are not simply influenced by popular culture but are themselves forms of popular culture. Accessible and engaging, this collection invites readers to see markets not merely as sites of buying and selling, but as cultural spaces where shared stories are told about who we are, what we care about, and how we connect with others.
This book will appeal to a wide range of readers, including students, scholars and professionals interested in subject areas such as marketing, cultural studies, media studies, sociology, anthropology, and consumer behavior. Bringing together leading international scholars, this collection demonstrates how cultural analysis deepens our understanding of contemporary marketing practices worldwide.
The chapters in this book were originally published as a special issue of Journal of Marketing Management.
Contents
Introduction: marketing insights from popular culture 1. Pink sincerity: post-postmodernism and double appropriation in marketing 2. "I want world peace... oh, and bigger boobs": repetitions and stereotyping on Friends' sustainable character Phoebe 3. Film and the stigmatisation of ageing female sexuality: consumer commentary of Good Luck to You, Leo Grande 4. Parting ways in the marketplace: trajectories of divorce in consumer-brand relationships 5. Brand community protection through contested brand revival 6. The fifth mode of entry: the metaverse and the case of Blackpink's 'Born Pink' 7. Outside in: the atmospheric disruptions of popular culture
