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1、BUYINGINTHESECRETDIALOGUEBETWEENWHATWEBUYANDWHOWEARERobWalkerNewYorkTimesMagazine"Consumed"columnistBrandsaredead.Advertisingnolongerworks.WeanedonliVo,theInternet,andotheremergingtechnologies,theshort-attention-spangenerationhasbecomeimmunetomarketing.Consumersare"inc
2、ontrol."Orsowe'retold.InBuyingIn,NewYorkTimesMagazine"Consumed"columnistRobWalkerarguesthatthisacceptedwisdommissesamuchmoreimportantandlastingculturalshift.Astechnologyhascreatedavenuesforadvertisinganywhereandeverywhere,peopleareembracingbrandsmorethaneverbefore-crea
3、tingbrandsoftheirownandparticipatinginmarketingcampaignsfortheirfavoritebrandsinunprecedentedways.Increasingly,motivatedconsumersarepitchingintospreadthegospelvirally,whetherbycreatingInternetvideoadsforConverseAllStarsorbecomingword-of-mouth"agents"toutingproductstofr
4、iendsandfamilyonbehalfofhugecorporations.Intheprocess,they-we-havebeguntofunnelcultural,political,andcommunityactivitiesthroughconnectionswithbrands.Walkerexploresthischangingculturallandscape•includingapracticehecalls"murketing,"blendingthetermsmurkyandmarketinrbyintr
5、oducingustothecreativemarketers,entrepreneurs,artists,andcommunityorganizerswhohavefoundawaytothrivewithinit.Usingprofilesofbrandsoldandnew,includinglimberland,AmericanApparel,PabstBlueRibbon,RedBull,iPod,andLivestrong,Walkerdemonstratesthewaysinwhichbuyersadoptproduct
6、s,notjustasconsumerchoices,butasconsciousexpressionsoftheiridentities.Partmarketingprimer,partworkofculturalanthro•pology,BuyingInrevealswhynow,morethanever,wearewhatwebuy-andviceversa.ROBWALKERwritestheweeklycolumn"Consumed,"ablendofbusinessjournalismandculturalanthro
7、pology,forTheNewYorkTimesMagazine.Previously,hecreatedandwrotethepopular"AdReportCard"columnforSlate,andhehascontributedtoawiderangeofpublications,fromFastCompanyandFortunetoTheNewRepublicandAdBusters.Walkercontinuestowriteaboutthesecretdialoguebetweenwhatwebuyandwhowe
8、areathisownwebsite,Murketing.com.HelivesinSavannah,Georgia,withhiswife,photographerEllenSusan.Jacketdesign:Christophe
