120 books match the query 'Marketing' and 8 start with b

cover of Barbie's Queer Accessories

Barbie's Queer Accessories

Erica Rand

Duke University Press, 1995

She’s skinny, white, and blond. She’s Barbie—an icon of femininity to generations of American girls. She’s also multiethnic and straight—or so says Mattel, Barbie’s manufacturer. But, as Barbie’s Queer Accessories demonstrates, many girls do things with Barbie never seen in any commercial. Erica Rand looks at the corporate marketing strategies used to create Barbie’s versatile (She’s a rapper! She’s an astronaut! She’s a bride!) but nonetheless premolded and still predominantly white image. Rand weighs the values Mattel seeks to embody in Barbie—evident, for example, in her improbably thin waist and her heterosexual partner—against the naked, dyked out, transgendered, and trashed versions favored by many juvenile owners and adult collectors of the doll.
Rand begins by focusing on the production and marketing of Barbie, starting in 1959, including Mattel’s numerous tie-ins and spin-offs. These variations, which include the much-promoted multiethnic Barbies and the controversial Earring Magic Ken, helped make the doll one of the most profitable toys on the market. In lively chapters based on extensive interviews, the author discusses adult testimony from both Barbie "survivors" and enthusiasts and explores how memories of the doll fit into women’s lives. Finally, Rand looks at cultural reappropriations of Barbie by artists, collectors, and especially lesbians and gay men, and considers resistance to Barbie as a form of social and political activism.
Illustrated with photographs of various interpretations and alterations of Barbie, this book encompasses both Barbie glorification and abjection as it testifies to the irrefutably compelling qualities of this bestselling toy. Anyone who has played with Barbie—or, more importantly, thought or worried about playing with Barbie—will find this book fascinating.
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cover of Blueprint for Your Library Marketing Plan: A Guide to Help You Survive and Thrive

Blueprint for Your Library Marketing Plan

A Guide to Help You Survive and Thrive

Patricia H. Fisher

American Library Association, 2006

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cover of Brand Islam: The Marketing and Commodification of Piety

Brand Islam

The Marketing and Commodification of Piety

By Faegheh Shirazi

University of Texas Press, 2016

From food products to fashions and cosmetics to children’s toys, a wide range of commodities today are being marketed as “halal” (permitted, lawful) or “Islamic” to Muslim consumers both in the West and in Muslim-majority nations. However, many of these products are not authentically Islamic or halal, and their producers have not necessarily created them to honor religious practice or sentiment. Instead, most “halal” commodities are profit-driven, and they exploit the rise of a new Islamic economic paradigm, “Brand Islam,” as a clever marketing tool.

Brand Islam investigates the rise of this highly lucrative marketing strategy and the resulting growth in consumer loyalty to goods and services identified as Islamic. Faegheh Shirazi explores the reasons why consumers buy Islam-branded products, including conspicuous piety or a longing to identify with a larger Muslim community, especially for those Muslims who live in Western countries, and how this phenomenon is affecting the religious, cultural, and economic lives of Muslim consumers. She demonstrates that Brand Islam has actually enabled a new type of global networking, joining product and service sectors together in a huge conglomerate that some are referring to as the Interland. A timely and original contribution to Muslim cultural studies, Brand Islam reveals how and why the growth of consumerism, global communications, and the Westernization of many Islamic countries are all driving the commercialization of Islam.

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cover of Branding Black Womanhood: Media Citizenship from Black Power to Black Girl Magic

Branding Black Womanhood

Media Citizenship from Black Power to Black Girl Magic

Timeka N. Tounsel

Rutgers University Press, 2022

CaShawn Thompson crafted Black Girls Are Magic as a proclamation of Black women’s resilience in 2013. Less than five years later, it had been repurposed as a gateway to an attractive niche market. Branding Black Womanhood: Media Citizenship from Black Power to Black Girl Magic examines the commercial infrastructure that absorbed Thompson’s mantra. While the terminology may have changed over the years, mainstream brands and mass media companies have consistently sought to acknowledge Black women’s possession of a distinct magic or power when it suits their profit agendas.

Beginning with the inception of the Essence brand in the late 1960s, Timeka N. Tounsel examines the individuals and institutions that have reconfigured Black women’s empowerment as a business enterprise. Ultimately, these commercial gatekeepers have constructed an image economy that operates as both a sacred space for Black women and an easy hunting ground for their dollars.

 
 
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cover of Breakthrough Branding: Positioning Your Library to Survive and Thrive

Breakthrough Branding

Positioning Your Library to Survive and Thrive

Kent Jackson

American Library Association, 2013

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cover of Brokers and Bureaucrats: Building Market Institutions in Russia

Brokers and Bureaucrats

Building Market Institutions in Russia

Timothy Frye

University of Michigan Press, 2000

A classic problem of social order prompts the central questions of this book: Why are some groups better able to govern themselves than others? Why do state actors sometimes delegate governing power to other bodies? How do different organizations including the state, the business community, and protection rackets come to govern different markets? Scholars have used both sociological and economic approaches to study these questions; here Timothy Frye argues for a different approach. He seeks to extend the theoretical and empirical scope of theories of self-governance beyond groups that exist in isolation from the state and suggests that social order is primarily a political problem.
Drawing on extensive interviews, surveys, and other sources, Frye addresses these question by studying five markets in contemporary Russia, including the currency futures, universal and specialized commodities, and equities markets. Using a model that depicts the effect of state policy on the prospects for self-governance, he tests theories of institutional performance and offers a political explanation for the creation of social capital, the formation of markets, and the source of legal institutions in the postcommunist world. In doing so, Frye makes a major contribution to the study of states and markets.
The book will be important reading for academic political scientists, economists (especially those who study the New Institutional Economics), legal scholars, sociologists, business-people, journalists, and students interested in transitions.
Timothy Frye is Assistant Professor of Political Science, The Ohio State University.
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cover of Building a Buzz: Libraries & Word-of-Mouth Marketing

Building a Buzz

Libraries & Word-of-Mouth Marketing

Peggy Barber

American Library Association, 2010

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cover of Buying and Believing: Sri Lankan Advertising and Consumers in a Transnational World

Buying and Believing

Sri Lankan Advertising and Consumers in a Transnational World

Steven Kemper

University of Chicago Press, 2001

Advertising is a central part of the global system of commerce and culture. Every day it exposes consumers around the world to practices associated with the West, urban life, prosperity, and modernity. One consequence of this exposure is that it frees people's imaginations from time and place, and imposes a new and foreign reality. In this book Steven Kemper looks at a parallel trend, arguing that advertising firms in Nairobi, Caracas, and Colombo also domesticate the imagination, insinuating images into people's minds of the traditional as well as the modern, the local as much as the global.

Drawing upon fieldwork conducted over thirty years, Kemper examines the Sri Lankan advertising industry to show how executives draw on their skills as folk ethnographers to "Sri Lankanize" commodities and practices to make them locally desirable, essentially producing new forms of Sri Lankan culture. Addressing many of the most pressing agendas of contemporary anthropology, Buying and Becoming breaks new ground in studies of culture and globalization.
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