- 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: #731,471 in Books (See Top 100 in Books)
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Hub Culture: The Next Wave of Urban Consumers 1st Edition
Use the Amazon App to scan ISBNs and compare prices.
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 worlds 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 cnn.com/asianow and timeasia.com (called Culture on Demand) and is a regular contributor to several magazines.
Top Customer Reviews
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.
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".
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.Read more ›
This book gives a good description of this consumer group and it is well-written.
Most Recent Customer Reviews
Great service, fast, efficient and trouble free.
The book arrived in the conditioned promised. I have no
complaints. What's not to like?
This book is a few years old so there are many changes that have taken place, but I still found it useful as I had not read much about this culture. Read morePublished on January 4, 2006 by Franken Beans
Step into the world of Stan Stalnaker, where worlds collide, fashion speaks, and the pace is fast. A great view in to the world of ultra modern and super cool. Read morePublished on December 11, 2002 by Nikki Devensky Calisoff
Great to read a Marketing book written by one of the most "Hub" personalities, the author Stan Stalnaker himself. Read morePublished on October 11, 2002 by Kristine Oustrup