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Adult/High School—Walker takes a close look at past and present consumerism in the United States, positing that older forms of advertising are no longer successful. In their place, the trend has shifted to what the author calls "murketing," a mix of "murky" and "marketing." He argues that instead of being manipulated by marketing, consumers are using it to their advantage; and instead of being shaped by products, consumers are using them to express individual identity and social outlook. Told from the perspectives of both consumers and marketers, the book entwines historical fact, commentary from experts in the field, and pop-culture examples drawn from brand names such as Timberland, Sanrio, Apple, and Nike. It also incorporates conversations with CEOs of companies like American Apparel as well as start-up projects from the skateboarding and music industries. Walker examines all aspects of "murketing," including ethics, emerging technology, and commercialization versus underground movements. This book is both accessible and relevant to teens, with many of the examples being pulled from Generations Y and Z. It will be useful to those interested in business, advertising, or social trends.—Kelliann Bogan, Colby-Sawyer College, New London, NH
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New York Times columnist and author (Letters from New Orleans, 2005) Walker makes no pretense at being a master of modern marketing. But he does, through intuitive, savvy observations of human and corporate behaviors, solidify his argument for what brands mean in today’s society. His claim that brands such as Hello Kitty and the iPod, among others, balance our need for both belonging and individuality is not revolutionary. So what’s new here? That Walker is one of the prime analysts dedicated to probing our minds, our behavior, and, specifically, our buying patterns. He addresses the demand for authenticity and the nearly accidental formation of consumer communities, almost in spite of commercial persuasion campaigns, creating a real connection that many Americans are seeking. And thanks to his scrutiny of today’s global companies, his examples, from Toyota’s Scion to the Austin Craft Mafia, prove his point: “You surround yourself only with who you are.” We’d add “and who you want to be.” Easy, colloquial, and passion-driven prose will help this tome reach the top of business booksellers’ lists. --Barbara JacobsSee all Editorial Reviews
a must read to understand the tweaking of our attention via the tweaking of our curiosity.....led down the garden path....to the brand new shoes!!Published 13 months ago by Ross Jones
"Buying In" is a thought-provoking look at America's consumer culture.
Rob Walker tells us there is a strong disconnect between theories about contemporary... Read more
I had to read it for a class project. It was really insightful and provided some novel approaches to conventional marketing approaches. An easy read.Published on December 22, 2012 by Elisa Morales
Honestly i dont read too many books because of the fact that i dislike to read period. But when i was assigned to read Buying in by Rob Walker i was actually intrested because this... Read morePublished on November 15, 2012 by MelodWahaj
I enjoyed the agency that Walker granted to consumers in understanding the influence of advertising and marketing in our purchasing decisions. Read morePublished on April 17, 2011 by Jessica
Walker provides his views on consumerism, and why we buy what we buy. He discusses how the consumer has an effect on a brand/product's meaning, and gives many examples throughout... Read morePublished on March 6, 2011 by keversma
This book had a Gladwell-esque feel to it, the way it brought together different stories or research to make larger points about emerging trends in marketing. Read morePublished on February 9, 2011 by Jon Becker