About this product

Product Identifiers

PublisherOxford University Press, Incorporated

ISBN-100198821700

ISBN-139780198821700

eBay Product ID (ePID)20038261061

Product Key Features

Number of Pages352 Pages

Publication NamePersuasion Industries : the Making of Modern Britain

LanguageEnglish

SubjectConsumer Behavior, General

Publication Year2018

TypeTextbook

Subject AreaBusiness & Economics

AuthorSteven Mckevitt

FormatHardcover

Dimensions

Item Height1 in

Item Weight22.2 Oz

Item Length9.5 in

Item Width6.4 in

Additional Product Features

Intended AudienceScholarly & Professional

LCCN2018-935423

Reviews"A fantastically thorough history of a period of remarkable change in a fascinating industry" -Even Davis, Broadcast journalist and presenter, "A compelling argument that challenges current thinking and will have widespread implications for those working in the field." --Catherine Maskell, Managing Director, The CMA (The Content Marketing Association) "Shows how and why marketing has become the driving force in most successful businesses. McKevitt's analysis of the developments that made this possible is revealing and rewarding." --Martin Lucas, author, Using Technology to Sell "For those working in the field, McKevitt underlines the importance of starting in the right place and makes a convincing argument that not many actually know where that is." --Stephen Chandler, Founder and CEO of Feel "A fascinating investigation. The Persuasion Industries clearly maps out the challenges facing brand communication and should be required reading for everyone working in the sector." --Andreas Nicholaides, Group Digital Development Director, iProspect, Dentsu Aegis "A fantastically thorough history of a period of remarkable change in a fascinating industry" -Evan Davis, Broadcast journalist and presenter, "All in all, McKevitt's book provides an insightful and provocative account of the history of the persuasion industries in Britain, which would be of interest to communication scholars and students." -- European Journal of Communication"A compelling argument that challenges current thinking and will have widespread implications for those working in the field." --Catherine Maskell, Managing Director, The CMA (The Content Marketing Association)"Shows how and why marketing has become the driving force in most successful businesses. McKevitt's analysis of the developments that made this possible is revealing and rewarding." --Martin Lucas, author, Using Technology to Sell"For those working in the field, McKevitt underlines the importance of starting in the right place and makes a convincing argument that not many actually know where that is." --Stephen Chandler, Founder and CEO of Feel"A fascinating investigation. The Persuasion Industries clearly maps out the challenges facing brand communication and should be required reading for everyone working in the sector." --Andreas Nicholaides, Group Digital Development Director, iProspect, Dentsu Aegis"A fantastically thorough history of a period of remarkable change in a fascinating industry" -Evan Davis, Broadcast journalist and presenter, "All in all, McKevitt's book provides an insightful and provocative account of the history of the persuasion industries in Britain, which would be of interest to communication scholars and students." -- European Journal of Communication "A compelling argument that challenges current thinking and will have widespread implications for those working in the field." --Catherine Maskell, Managing Director, The CMA (The Content Marketing Association) "Shows how and why marketing has become the driving force in most successful businesses. McKevitt's analysis of the developments that made this possible is revealing and rewarding." --Martin Lucas, author, Using Technology to Sell "For those working in the field, McKevitt underlines the importance of starting in the right place and makes a convincing argument that not many actually know where that is." --Stephen Chandler, Founder and CEO of Feel "A fascinating investigation. The Persuasion Industries clearly maps out the challenges facing brand communication and should be required reading for everyone working in the sector." --Andreas Nicholaides, Group Digital Development Director, iProspect, Dentsu Aegis "A fantastically thorough history of a period of remarkable change in a fascinating industry" -Evan Davis, Broadcast journalist and presenter

TitleLeadingThe

Dewey Edition23

IllustratedYes

Dewey Decimal658.8/020941

Table Of ContentIntroduction:From White Heat to Cool BritanniaSection I: Developments in British Politics, Culture, and Society Relating to the Persuasion Industries 1969-19971. Developments in British Politics, Culture, and Society Relating to the Persuation Industries 1969-19972. The Persuasion Industries in the Post-War Period and Late Twentieth CenturySection II: The Persuasion Industries in Britain 1969-19973. Developments Within the Persuasion Industries 1969-19974. Developments in Marketing and Advertising 1980-19975. Developments in Branding, Marketing, and Public Relations 1980-1997Section III: The Persuasion Industries and Male Consumers6. "For Men Who Should Know Better": The Cultivation of the Male Consumer from 1969-1997Conclusion:Cool Britannia and the Emotional Consumer

SynopsisAt the end of the twentieth century, Britain was a consumer society. Commerce, intoxicating and addictive, had almost entirely colonized modern life. People were immersed in, and ultimately defined by, promotional culture. The things they consumed had overtaken class, religion, geography, or occupation as the primary form of self-identity and self-expression. For much of the twentieth century all forms of brand communication- from political campaigning to product advertising- were based on the theory of rational appeals to rational consumers. There was only one problem with this theory: it was wrong. IThe Persuasion Industries: The Making of Modern Britain examines develops in marketing, advertising, public relations, and branding. It explores the role they played in the emergence of the consumer society. New ideas from fields of behavioural psychology and economics, together with internal developments such as planning, positioning, and corporate branding allowed persuasion to become the driving force within many commercial enterprises. Together these changes led to the emergence of an alternative emotional model of brand communication. A simple idea that proved so compelling it changed the world we live in., At the end of the twentieth century, Britain was a consumer society. Intoxicating and addictive, commerce had almost entirely colonized modern life. People were immersed in, and ultimately defined by, promotional culture. The things they consumed had overtaken class, region, geography, or occupation as the primary form of self-identity and self-expression. The Persuasion Industries: The Making of Modern Britain explores how this change happened.For much of the twentieth century all forms of brand communication - from political campaigning to product advertising - were based on the theory of rational appeals to rational consumers. There was only one problem with this theory: it didn't work.The Persuasion Industries looks at the emergence impact of an alternative theory, based on behavioural economics, which held that consumers were driven not by the head but by the heart; that their behaviour was complex and unpredictable; and that they engaged with the world most readily at an emotional level.This simple idea proved so compelling that it changed the world we live in., This book looks at the complex and unpredictable behaviour of consumers, and how they engage with brand communication. It argues that people are increasingly immersed and defined by promotional culture, and explores how this trend developed using examples from throughout the twentieth century., At the end of the twentieth century, Britain was a consumer society. Commerce, intoxicating and addictive, had almost entirely colonized modern life. People were immersed in, and ultimately defined by, promotional culture. The things they consumed had overtaken class, religion, geography, or occupation as the primary form of self-identity and self-expression.For much of the twentieth century all forms of brand communication- from political campaigning to product advertising- were based on the theory of rational appeals to rational consumers. There was only one problem with this theory: it was wrong.The Persuasion Industries: The Making of Modern Britain examines develops in marketing, advertising, public relations, and branding. It explores the role they played in the emergence of the consumer society. New ideas from fields of behavioural psychology and economics, together with internal developments such as planning, positioning, and corporate branding allowed persuasion to become the driving force within many commercial enterprises.Together these changes led to the emergence of an alternative emotional model of brand communication.A simple idea that proved so compelling it changed the world we live in.

LC Classification NumberHF5415.32