Under the influence
Subtitle: tracing the hip-hop generation's impact on brands, sports, and pop culture
By: Erin O. Patton
Publisher: Paramount Market Pub.
Published: 2009
Place of publication: Ithaca, NY
Language: eng
Number of pages: 170
ISBN-13: 9780980174540
Subjects: Consumer behavior; Consumption (Economics); Hip-hop; Influence
Notes: Includes index.
Table of contents: title: Pt. 1. Evolution of the brand creators. I am hip-hop ; Diary of an urban consumer scientist ; The best way to predict the future is to create it; title: Pt. 2. Profit-coding the new market trends, mindsets, and behaviors. The 7 ciphers ; Hip-hop's Midas touch ; The intersection of hip-hop, Madison Avenue, and Vine; title: Pt. 3. Hip-hop, sports & popular culture. Inside the starbury movement: making a $15 sneaker relevant ; Changing the game: hip-hop's impact on sports ; Corporate America & the hip-hop innovator's dilemma.