Hub Culture: The Next Wave of Urban Consumers 1st Edition

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ISBN-13: 978-0470820728
ISBN-10: 0470820721
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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.


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Product Details

  • Hardcover: 230 pages
  • Publisher: Wiley; 1 edition (October 17, 2002)
  • Language: English
  • ISBN-10: 0470820721
  • ISBN-13: 978-0470820728
  • Product Dimensions: 6.5 x 0.9 x 9 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: #3,320,633 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Theseus Augustus on November 4, 2004
Format: Hardcover
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 By Paul Youlten on June 27, 2003
Format: Hardcover
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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Format: Hardcover
I adopted this book in an undergrad class I taught on cultural globalization. Stalnaker kindly offered to upload my students' comments on his website, but I didn't get the minimal number of reviews I had set. Nonetheless, I edited below some of their comments about "Hub Culture" - with their permission. They are bright students, with a critical look on the hub. All I am going to say is that, even if we do not like aspects of this mobile lifestyle, this book deserves five stars for providing an introduction to this emerging yet largely unknown phenomenon of upscale cultural globalization. AD'

One of the reasons I took this class was because the book was on the reading list. As someone who has spent a good part of his formative years studying at an international school in Manila and traveling around Asia, Europe and the US, Hub Culture immediately grabbed my interest as it spoke of an experience I could only talk about with people who had grown up in a similar environment. While Mr. Stalnaker focuses mainly on today's globetrotting yuppies, people are already experiencing this new culture at a younger age (...).

Some of the problems with Hub Culture will prove to be major issues. It seems that the majority of these people are unable to create and maintain successful and healthy relationships. Although Stalnaker argues that some members become married and live happy lives, this is not true for a majority of this population. In reality, as Stalnaker describes it, Hub Culture leaves little or no room for substantial relationships, let alone having a family. Perhaps it is through these issues that the new spiritual element of Hub Culture will emerge.

Hub culture may seem very alluring and it is.
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By Soda on February 9, 2006
Format: Hardcover
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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2 of 3 people found the following review helpful By Anna-Carin Jean on October 23, 2002
Format: Hardcover
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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