{"product_id":"for-the-culture-9781035020010","title":"For the Culture","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eMarcus Collins is an award-winning marketer and cultural translator who has worked for several top ad agencies. His deep understanding of brand strategy and consumer behaviour has helped him bridge the academic-practitioner gap for blue-chip brands and start-ups alike. He is a recipient of \u003ci\u003eAdvertising Age\u003c\/i\u003e's 40 Under 40 award and Crain's Business 40 Under 40 award, and a recent inductee into the American Advertising Federation's Hall of Achievement. He has worked on iTunes + Nike sport music initiatives at Apple and ran digital strategy for Beyoncé.\u003cbr\u003e\u003cbr\u003eHe is a marketing professor at the Ross School of Business, University of Michigan, and the faculty director for the school's executive education partnership with Google. He is also a faculty member at the Harvard Extension School and the Boston University Questrom School of Business. \u003ci\u003eFor the Culture \u003c\/i\u003eis his first book.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eCompelling and vivid. Collins identifies the concept of culture as a key driver of human behavior – and he beautifully dissects and knits it back together for readers like a skilled surgeon. -- Robert Cialdini, bestselling author of \u003ci\u003eInfluence\u003c\/i\u003e and \u003ci\u003ePre-Suasion\u003c\/i\u003e\u003cbr\u003eEngrossing. You might be up all night reading it. -- Scott Galloway, bestselling author of \u003ci\u003eThe Four\u003c\/i\u003e\u003cbr\u003eSome people seem to intuitively ‘get it.’ Most do not. Collins articulates ‘it’ for the rest of us and provides not just an understanding, but a guide for how to actually engage and influence culture. -- Steve Huffman, co-founder and CEO, Reddit\u003cbr\u003eInsightful and enlightening. Diving deeply into what moves real people, not personas and archetypes, Dr. Collins gives us a look into cultural nuances we can use to make meaningful connections and drive action -- Jay Norman, Global Head of Music Marketing, Spotify\u003cbr\u003eWe all know culture can be a vehicle for influence, but in \u003ci\u003eFor the Culture\u003c\/i\u003e, Collins shows us how. He provides fascinating deep-dives into the power of cultural community and illustrates how we can use it to change minds and inspire action. -- Jonah Berger, bestselling author of \u003ci\u003eContagious\u003c\/i\u003e\u003cbr\u003eContaining rich examples from entertainment, sports, and technology with deep dives into his own advertising campaigns and his inspirational personal story, Marcus Collins’ beautifully written book is a must read for anyone who wants to understand today’s trillion-dollar dance of brands and culture -- Robert V. Kozinets, Chair of Strategic Public Relations and Business Communication, University of Southern California\u003cbr\u003eCollins is a comet moving effortlessly through branding, marketing, engagement, advertising, social media, and meaning making, giving new life, clarity and purpose to them all. My advice: read this book! It will transform you, your career, and how you see the world -- Grant McCracken, anthropologist and author of \u003ci\u003eChief Culture Officer\u003c\/i\u003e\u003cbr\u003eThe new bible for anyone who wants to understand how to influence behaviour through culture . . . Uniquely compelling -- Lorraine Twohill, Chief Marketing Officer, Google\u003cbr\u003eAfter reading Collins's well-crafted gem, you will never go about marketing, advertising or building communities in quite the same way -- Kenny Mitchell, Chief Marketing Officer, Snap","brand":"Pan Macmillan","offers":[{"title":"Default Title","offer_id":49406681678167,"sku":"9781035020010","price":18.0,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/for-the-culture-9781035020010","provider":"Book Curl","version":"1.0","type":"link"}