Buying In

Starred review from April 14, 2008
Marked by meticulous research and careful conclusions, this superbly readable book confirms New York Times
journalist Walker as an expert on consumerism. Disputing claims that today’s savvy consumer is immune to marketing, Walker argues that, far from disappearing, marketing has simply become harder to detect—the line between consumer and consumed has blurred as consumers interact more intimately with the brands, embracing them as a part of their own identity and a tool for self-expression. Smart marketers cater to this trend, and the book illustrates tactics such as sponsorships and word-of-mouth campaigns that target the new consumer. Walker wrings every relevant detail from his case studies; his insights into the rise of the Red Bull brand and the repopularization of the working-class Pabst Blue Ribbon beer are particularly illuminating. The result is a thoughtful and unhurried investigation into consumerism that pushes the analysis to the maximum and builds a thesis that refutes the myth of the brand-proof consumer.

September 1, 2008
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"

Copyright 2008 School Library Journal, LLC Used with permission.

June 1, 2008
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 forwhat brands meanin todays society. His claim that brandssuch asHello Kitty and the iPod, among others, balance our needfor bothbelonging and individuality is not revolutionary. So whats new here? That Walker is one of the primeanalysts 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 todays global companies, his examples, from Toyotas Scion to the Austin Craft Mafia, prove his point: "You surround yourself only with who you are." Wed add "and who you want to be." Easy, colloquial, and passion-driven prose will help this tome reach the top of business booksellers lists.(Reprinted with permission of Booklist, copyright 2008, American Library Association.)