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Consumer Culture, Branding and Identity in the New Russia - From Five-year Plan to 4x4 (Hardcover)
Loot Price: R4,412
Discovery Miles 44 120
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Consumer Culture, Branding and Identity in the New Russia - From Five-year Plan to 4x4 (Hardcover)
Series: Routledge Interpretive Marketing Research
Expected to ship within 12 - 17 working days
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As shopping has been transformed from a chore into a major source
of hedonistic pleasure, a specifically Russian consumer culture has
begun to emerge that is unlike any other. This book examines the
many different facets of consumption in today's Russia, including
retailing, advertising and social networking. Throughout, emphasis
is placed on the inherently visual - not to say spectacular -
nature both of consumption generally, and of Russian consumer
culture in particular. Particular attention is paid to the ways in
which brands, both Russian and foreign, construct categories of
identity in order to claim legitimacy for themselves. What emerges
is a fascinating picture of how consumer culture is being
reinvented in Russia today, in a society which has one, nostalgic
eye turned towards the past, and the other, utopian eye, set firmly
on the future. Borrowing concepts from both marketing and cultural
studies, the approach throughout is interdisciplinary, and will be
of considerable interest, to researchers, students and
practitioners wishing to gain invaluable insights into one of the
most lucrative, and exciting, of today's emerging markets.
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