Description
Book SynopsisTrade ReviewKarapanagiotis skillfully examines the complex dynamic of a movement that originated in India with the specific mission of spreading throughout North America and Europe that eventually alienated its target converts. . . . This book will clearly be very useful for scholars of new religions, who will make up the majority of those wanting to know what happened with ISKCON after the lawsuits and scandals of the 1970s and 1980s. Students and scholars of religion and marketing in general will also find this book worth reading. However, it will also appeal more widely to a general audience because it is a well written and carefully argued study.
-- Susannah Crockford * Nova Religio *
Table of ContentsAcknowledgments
Note on Transliteration
Introduction
1. A Brief History of ISKCON: 1965-present
2. Contextualizing the Krishna Branders
3. Krishna Gets a New PR Team: Branding ISKCON as a Meditative Social Club
4. Branding ISKCON as the Heart of Yoga
5. Krishna West: ISKCON Must Be Reinvented, Not (Just) Rebranded
Conclusion
Glossary
Bibliography
Index
