Buying In (Unabridged)
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Marketing executives and consumer advocates alike predict a future of brand-proof consumers, armed with technology and a sophisticated understanding of marketing techniques, who can effectively tune out ad campaigns. But as Rob Walker demonstrates, this widely accepted misconception has eclipsed the real changes in the way modern consumers relate to their brands of choice. Combine this with marketers new ability to blur the line between advertising, entertainment, and public space, and you have dramatically altered the relationship between consumer and consumed.

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