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Table Of Contents

This Book Brought to You By . .
The Good Old Days of Marketerspace
The Consumer as Couch Potato
Broadcasting Is Dead. Long Live Narrowcasting
Goodbye White Bread. Hello Bagels, Tortillas, and Croissants
Getting to Know You
You Say Tomato . .
I Consume, Therefore I Am
The Ties That Bind
‘‘He Who Dies with the Most Toys Wins . . .’’
The Global Village: Exporting Nike Culture
Products as Symbols
By Your Toys Shall They Know You
The Brand Personality
Is It Real or Is It . .
Signposts of Meaning
The Church of McDonald’s
Zeus Meets Nike
Love Me, Love My Brand
Now Appearing at a Department Store Near You
Can I Play? Participatory Marketing
How Products Get Their Meaning in Consumerspace
Actors on the Stage of Consumerspace
Are You What You Buy?
The Extended Self
I Am Not, Therefore I Am
Product Constellations: The Forest or the Trees?
Learning the Script
The Style Funnel: Building Up and Breaking Down
Cultural Selection: Survival of the Coolest
Cultural Gatekeepers: Guarding the Doors of Consumerspace
Music to Our Ears
Decoding the Formula
Teen Angels
Consumers-in-Training
Reaching Kids Where They Live (and Learn)
Youth Is Wasted on the Young
Global Youth Culture: It’s a Small World After All
Marketing: The New Esperanto
Connecting in Consumerspace
Virtual Tribes
Fantasies in Consumerspace
Instant Messaging, Instant Gratification
In Pursuit of Cool
Chewing the Phat: Cool Hunters and the Teen Safari
Tracking a Moving Target
Cool Hunters: Now Lukewarm?
Teen CyberCommunities
From a One-Night Stand to a Relationship
Love, American Style
CRM: Getting Up Close and Personal
One Size Doesn’t Fit All
Who Controls the Remote? Interactive Programming
Levels of Interactive Response
User-Generated Content
Turning the Tables: The Consumer as Producer
Fandom and Hero Worship
Auctions and Swap Meets
Network Marketing: Virtual Tupperware Parties
Learning by Observing: Do You Mind if I Watch?
Have It Your Way
The Customization Revolution
Customization Comes in Different Flavors
Getting Their Hands Dirty: The Customer as Codesigner
The Voice of the Consumer
Design For, With, or By
Virtual Codesign: Getting Online Feedback
Brand Communities
Types of Communities
Community Structures
‘‘I Like to Watch’’: Types of Netizens
My Life as a Sim . . . ulation
The Corporate Paradox
Pure Hype Communities
Hybrid Communities
Gaming and Advergaming
Viral Marketing: Spread the Good Word
Faux Buzz Communities
Ratings and Rip-Offs
Pure Buzz Communities
Virtual Kingdoms
The Corporate Paradox Redux
Building Consumerspace Offline
A Pilgrimage to Orlando
Themed Environments: Build It and They Will Shop
The Store as Theme Park
Authentic, but Not Too Authentic
Reality Engineering
Guerrilla Marketing
Product Placement: Brands Are the Story
The Thrill of the Hunt
Shop . . . and Bond
Gift unto Others . .
The Dark Side of Shopping
Retail Atmospherics: Build It and They Will Come
The Do-It-Yourself Mall
Scentual Marketing
The Sound of Muzak
Shop the Store, Buy the Soundtrack
POP Goes the Shopper
Participatory Shopping: The Mall as Amusement Park
Participatory Shopping: Bricks
Participatory Shopping: Clicks
Culture Jamming in Consumerspace
Vox Populi
The Rumor Mill
The Customer Is Never Right
Anticonsumption: Power to the People
The Dark Side of Consumers
Consumer Terrorism
Consumer Terrorism Offline
Consumer Terrorism Online
Subliminal Subversion
Whose Hand Is in the ‘‘Cookie’’ Jar?
None of Your Business
Sorry, Not Interested . .
Simply, Consumerspace
Escape from Freedom: The Paradox of Consumerspace
It’s About Time
Waiting Is a No-No
Mental Accounting
To Search or Not to Search
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Sales and marketing essential resource

Sales and marketing essential resource

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Published by Anthony
The best sales and marketing professionals in this world have the best books to read. If you like these books email me send me a message and we can do something about that. HELLO FRIENDS IF YOU WANT THIS BOOK SEND ME YOUR EMAIL ADDRESS TO secretsofmymind@gmail.com - I will be there at your service
The best sales and marketing professionals in this world have the best books to read. If you like these books email me send me a message and we can do something about that. HELLO FRIENDS IF YOU WANT THIS BOOK SEND ME YOUR EMAIL ADDRESS TO secretsofmymind@gmail.com - I will be there at your service

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Published by: Anthony on Aug 13, 2008
Copyright:Traditional Copyright: All rights reserved

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12/23/2013

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