BUYING IN: THE SECRET DIALOGUE BETWEEN WHAT WE BUY AND WHO WE ARE（英国书名)
Book ID/图书代码： 08145008B21817
English Summary/英文概要： New York Times columnist Rob Walker argues what we’re actually experiencing is an important and lasting shift in the dynamic between consumer and product. As technology allows advertising anywhere and everywhere young people are embracing brands more than ever.
Motivated consumers are pitching in to spread the gospel ‘virally’, creating Internet video ads for Converse All Stars or ‘tagging’ public structures with logos of skatewear companies. They funnel their cultural, political, and social activities through connections with brands. Walker introduces us to the creative marketers, entrepreneurs and artists who thrive in this new cultural landscape. Whether it’s Timberland, Apple, Red Bull, iPod, or Nike, buyers are now persuaded to adopt products as conscious expressions of their identities.This is the story of how what we buy has increasingly has come to define who we are.
Chinese Summary/中文概要： 在高科技時代，有人主張個人越來越有消費自主權，品牌將死、廣告不再有用。企業苦惱找不到消費族群。
《紐約時代雜誌》(The New York Times Magazine)“Consumed”專欄作家Rob Walker認為這樣的看法是忽略了重要的文化風潮。廣告再也不只侷限於傳統概念，科技以更細緻的方式讓我們隨時隨地都暴露在產品的廣告中。現代消費者其實比以往都更受品牌影響，甚至在不知不覺中參與了品牌的宣傳活動，許多的消費者還會主動參與品牌宣傳，例如網路上的Converse All Stars廣告或變成產品的活廣告推薦給所有親朋好友。
消費者購買的產品並非只是理性選擇而是消費者認同的展示。
Walker提出Murketing概念(murky + marketing)，介紹有創意的行銷專家、企業家、藝術家與社群組織者如何在高科技時代成功行銷，引用許多品牌例子包括紅牛(Red Bull)、iPod、Timberland、American Apparel等。
這是個「we are what we buy」的時代
Awards/获奖情况：• Reveals the breakdown of the boundaries between commerce and culture – and how it has changed the way identities, whether human or branded, are created
• New York Times Magazine columnist Rob Walker captures this cultural transformation in a witty, easy style
• In the mould of Naomi Klein’s No Logo, Michael Lewis’ The New
New Thing and Joel Bakan’s The Corporation
‘Rob Walker brilliantly deconstructs the Religion of Consumption.Love his column, couldn’t put his book down.’
Paco Underhill, author of Why We Buy
About the Author/作者介绍： Rob Walker writes the weekly column ‘Consumed’ a blend of business journalism and cultural anthropology, which appears in the New York Times Magazine and in newspapers around the world.
He has written for many publications, including The Nation, The Washington Post, Fortune, GQ, and Slate. He is also the author of Letters from New Orleans. He lives in Savannah, Georgia.
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)
Complex/Traditional Chinese/繁体中文：AVAILABLE
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