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Book
Review
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Hub
culture: the wave of urban consumers,
Stalnakar, Stan, John Wiley & Sons (Asia)
Pvt. Ltd., 2002
Metropolitan
cities today have evolved to be so well connected,
so intertwined, that a new common identity has
come to be. This growing population is now emerging
as a new global class. Their identity transcends
the confines of their current physical locations. |
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These
urban-minded dwellers are not limited by race
or dominated by national identity, but by what
they like, what they want, and what they are
willing to pay for. In this the author has tried
to explain a way of life that has sunk its roots
in many of the world's cities. The book has
been primarily addressed to the marketers to
help them realise the new motivating factors
for developing a global brand. The author emphasises
that a hub-centric strategy is influencing today's
affluent urban populace. City life has now become
a unique culture, comparable around the world.
And this, the writer, emphasises is a new perspective
though not a new view. The three ideas stressed
on, in this book are: travel and communication
(poles around which the hub lives); motivation
by factors like work, leisure and relationships;
and a number of identifying factors to which
branding can be linked. Highlighting that the
urban places are where much of the action is,
the book goes on to discuss the role of direct
marketing, public relations, advertising and
a brand image for creating markets. |
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Big
brands, big trouble,
Trout, Jack, East West Publications, 2003
According
to this book, the author shares his knowledge
that big brands are a big trouble or they are
in a mess. The author teaches the readers how
to learn from the many failures of big brands.
Such examples of top-of-range brands are galore
which suddenly have to give a tough fight for
sheer survival. |
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Today,
the competition is so intense that the market
rivals are capable of taking away the business
in no time if there be a minute mistake. The
mistakes range from not knowing what one is
selling, not improving the category name, change
transition, and not accepting perception as
a vital attribute to inadequate research. And
while explaining all these, the authoress discusses
eleven big brands like general Motors, Xerox
etc and establishes the fact that bigger the
brand is, more difficult it is to mange. |
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Ordinary
Television,
Bonner, Frances, Sage Publications, 2002
The
sudden emergence of sports shows, talk shows
and documentaries have not only ensured a wider
audience for television but also prompted keen
interest among researchers and analysts to study
their impact. Despite this heavily focused and
dedicated approach, there have been many examples
where certain shows have been brushed aside
to suit the broader analytical goal. |
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Thus, many serious programmes and shows never
find a mention in the analytical texts. In this
book, the authoress hopes to prove beyond a
reasonable doubt, that there is more to international
television than indicated by the representative
volumes of conventional analysis based on that
subject. The book here provides a distinctive
angle on a key area of research and teaching
across media and cultural studies - the content
of television and the relations between television
genres and audiences. With a purely academic
approach, the authoress portrays a picture of
varied colours, relaying the roles assumed by
the presenters, ancillary onscreen staff, celebrities,
experts, contestants, experts, contestants and
other on-professional participant.. |
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