Testimonial Advertising in the American Marketplace : Emulation, Identity, Community
by
M. Moskowitz
Book Details
Format
Hardback or Cased Book
ISBN-10
0230615600
ISBN-13
9780230615601
Publisher
Palgrave Macmillan
Imprint
Palgrave Macmillan
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Dec 18th, 2009
Print length
240 Pages
Weight
376 grams
Product Classification:
Social & cultural historySales & marketingSales and marketingSocial and cultural history
Ksh 8,100.00
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This collection brings together essays that explore the history and practices of testimonial marketing in the United States from the mid-nineteenth century to the present day.
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.
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