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Hub Culture: The Next Wave of Urban Consumers [Hardcover]

by Stan Stalnaker
4.8 out of 5 stars  See all reviews (10 customer reviews)

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Book Description

October 17, 2002 0470820721 978-0470820728 1
Original and intriguing perspective on a significant and increasingly important marketing target group.
* A hip, contemporary issue that people will want to be aware of.
* Interesting comparison of various fashionable cities and places in the hub culture "league."

Editorial Reviews

From the Back Cover

Hub Culture takes an in-depth look at one of the most influential marketing target groups to emerge from the 90s — the global urban modernist, a network of modern individualists who now live in a post-national frame of mind and orient themselves around hub living, using urban centers as bases for their particular lifestyle. Hub Culture traces individuals from this seemingly disconnected group of people in several of these centers, or "hubs", defining their tastes and predilections, their motivations and their influences so that marketers and ad agencies can tap into this leading edge of a developing mass consumer force. This book provides:

  • Magazine-like lifestyle stories with marketing intelligence.
  • Interesting comparison of various fashionable cities and places in the hub culture "league".
  • A fresh and innovative take on consumer behaviour.

The author draws upon his years of expertise in marketing and brand guardianship to provide a unique insight into the connection between successful branding and the interests of this important group of brand influentials. In this fascinating book, he sets out to explain a mobile way of living that has taken root in many of the world’s largest cities in an attempt to help marketers understand the new motivating factors for global brand development. It is this whole worldview on a unique lifestyle, says Stalnaker, that marketers need to be aware of.

Hub Culture offers a valuable glimpse into the future direction of global branding in an increasingly synchronized society and in doing so highlights a simple fact: no one country, race, or culture owns the new global aesthetic.

About the Author

Stan Stalnaker is Marketing Director, Fortune Group, based in Hong Kong and London. He oversees general brand development, advertising, partnerships, alliances, conferences, events and image building for FORTUNE magazine across the Asia-Pacific region.

As a multinational executive with this, the world?s largest media and entertainment company, he has developed expertise in a number of aspects of marketing and brand guardianship. He also works closely with a range of blue-chip brands to develop multimedia programs across AOL Time Warner platforms in categories that include automotive, banking, entertainment, luxury goods, nation building and travel. He wrote a weekly entertainment and trends column for and (called Culture on Demand) and is a regular contributor to several magazines.

Product Details

  • Hardcover: 230 pages
  • Publisher: Wiley; 1 edition (October 17, 2002)
  • Language: English
  • ISBN-10: 0470820721
  • ISBN-13: 978-0470820728
  • Product Dimensions: 9.5 x 6.1 x 0.8 inches
  • Shipping Weight: 15.5 ounces
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #2,836,987 in Books (See Top 100 in Books)

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Customer Reviews

4.8 out of 5 stars
4.8 out of 5 stars
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful
4.0 out of 5 stars Hub elites and globalization November 4, 2004
I found this book very useful in understanding the role a special kind of transnational elite is playing in early 21st century globalization. As shallow and superficial as their lives may seem, these young globetrotters are in fact important players in quietly, in the shadows, building a new planetary civilization and monoculture.

I give this book 4 stars instead of 5 only because I would have liked to have seen a more detailed and impartial sociological treatment. Stalnaker is clearly writing for a marketing audience, probably as a hub player himself, rather than for a more general readership. This is currently the only such book I am aware of that deals with the hub elite, but I hope more studies (with a few more pages) follow this work.

Interesting for students of globalization, this is also a useful book for people considering going expatriate, and developing an overseas life and work strategy.
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3 of 4 people found the following review helpful
4.0 out of 5 stars one to watch June 27, 2003
I enjoyed this book a lot - Stan Stalnaker has written a great profile of some of the most influential yet difficult-to-reach consumers on the planet. His pace and style are good and chatty - with plenty of anecdotes and real-life examples.
While it rather runs out of steam towards the end, it is (as far as I know) the first and only book to examine this interesting and growing group of people - a group that Stalnaker neither over-romaticises nor patronises.
When I read the blurb I thought that maybe Stalnaker had just rediscoverd cultural imerialism - but his knowledge and understanding soon convinced me that it really is is much more complex than that. These people are the conduits of cool, they know more than anyone about what is happening around the planet in terms lifestyle and fashion.
If I have one criticism it is that he skips over the less glamourous side of this culture - drugs and alcoholism are not mentioned very much nor are the rootless sometimes lonely aspects of being a foreigner in a strange city. He doen't do much to investigate the parallel group of younger, less well educated "Hub Culturists" from Eastern Europe as well as Latin America and Asia that work in service industries in the "Hub Cities" while learning languages and developing international work skills and outlook - they too are very much world citizens and I suspect just as influential in their own way as the North Americans and Western Europeans mostly covered in the book.
I'll be looking out for his next book. Stan is a good thinker, an entertaining writer and certainly "one to watch".
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2 of 3 people found the following review helpful
5.0 out of 5 stars Finger on the Pulse of Hub Culture October 23, 2002
Most books which attempt to define a culture for marketing purposed tend to hit the bookstores after that culture is passé and a new one is already in the making. This is not the case with Stan's book. He has his finger on the pulse when it comes to the current hub culture which is still developing and finding its feet. His insights into the city life and people of this generation will enlighten you and provide you with the tools you need for marketing today. If you aren't interested in marketing, just get the book anyway as it makes for a great read, simply for entertainment value.
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5.0 out of 5 stars Great!!! January 6, 2012
Format:Hardcover|Verified Purchase
Great service, fast, efficient and trouble free.
The book arrived in the conditioned promised. I have no
complaints. What's not to like?
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5.0 out of 5 stars The 21st Century Yuppies February 9, 2006
By Soda
Hub Culture is a book in Marketing that describes the 21st century young urban professionals. They are much more globalized than their previous generation in the eighties. They travel the world either for work or for fun. As a result, large cities, such as New York, London, Bangkok, and Hong Kong, etc. have become the hubs of the world. This book describes the characteristics of this consumer group. Detailed topics include various aspects of their lives: travel, relationships, work, leisure, and their mobile nature with all kinds of electronic gadgets. Then the book talks about the most effective technique for marketing to them, which is mainly word-of-mouth.

This book gives a good description of this consumer group and it is well-written.
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