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MACMILLAN Testimonial Advertising in the American Marketplace: Emulation, Identity, Community

Name: Testimonial Advertising in the American Marketplace: Emulation, Identity, Community
Brand: MACMILLAN
Price: 14.8 GBP
Availability: InStock

Business & Economic History

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Description

This book explores the history and practice of testimonial advertising in the United States from the mid-nineteenth century to the present day, addressing a surprising lack of scholarship on this enduring and pervasive marketing tool. Treating consumers as neither the victims nor the empowered foes of corporate practices, the authors gathered here contribute to new scholarship at the intersection of cultural and business history by examining how testimonials mediate negotiations between producers and consumers and shape modern cultural attitudes about social identity, advice, community, celebrity, and the consumption of brand-name goods and services.

Product Specifications

Brand: MACMILLAN
Format: hardcover
ASIN: 0230615600
Category: Books > Subjects > Business, Finance & Law > Biographies & Histories > Business & Economic History
Domain: Amazon UK
Release Date: 18 December 2009
Listed Since: 14 November 2008

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MACMILLAN Testimonial Advertising in the American Marketplace: Emulation, Identity, Community

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