The Road to Wicked The Marketing and Consumption of Oz from L. Frank Baum to Broadway
Language: English
Published by Springer, 2018
- Softcover
- New
Condition: New
£ 69.03
Quantity: 2 available
Add to basketItem description from seller
The Road to Wicked examines the long life of the Oz myth. It is both a study in cultural sustainability- the capacity of artists, narratives, art forms, and genres to remain viable over time-and an examination of the marketing machinery and consumption patterns that make such sustainability possible. Drawing on the fields of macromarketing, consumer behavior, literary and cultural studies, and theories of adaption and remediation, the authors examine key adaptations and extensions of Baum's 1900 novel. These include the original Oz craze, the MGM film and its television afterlife, Wicked and its extensions, and Oz the Great and Powerful-Disney's recent (and highly lucrative) venture that builds on the considerable success of Wicked. At the end of the book, the authors offer a foundational framework for a new theory of cultural sustainability and propose a set of explanatory conditions under which any artistic experience might achieve it. Sprache: Englisch Gewicht in Gramm: 451.
Seller Inventory # IB-212673
- Title
- The Road to Wicked The Marketing and Consumption of Oz from L. Frank Baum to Broadway
- Author
- Susan Aronstein, Terri L. Rittenburg, Kent Drummond
- Publisher
- Springer
- Publication year
- 2018
- Condition
- Neu
- Binding
- Softcover/Taschenbuch
- Language
- English
- ISBN 10
- 3030065901
- ISBN 13
- 9783030065904
- Item weight
- 451 grams
The Road to Wicked examines the long life of the Oz myth. It is both a study in cultural sustainability― the capacity of artists, narratives, art forms, and genres to remain viable over time―and an examination of the marketing machinery and consumption patterns that make such sustainability possible. Drawing on the fields of macromarketing, consumer behavior, literary and cultural studies, and theories of adaption and remediation, the authors examine key adaptations and extensions of Baum’s 1900 novel. These include the original Oz craze, the MGM film and its television afterlife, Wicked and its extensions, and Oz the Great and Powerful―Disney’s recent (and highly lucrative) venture that builds on the considerable success of Wicked. At the end of the book, the authors offer a foundational framework for a new theory of cultural sustainability and propose a set of explanatory conditions under which any artistic experience might achieve it.
"Synopsis" may belong to another edition of this title.
About the Author
Kent Drummond is Associate Professor of Management and Marketing in the College of Business at the University of Wyoming, USA.
Susan Aronstein is Professor of English and Director of the University Honors Program at the University of Wyoming, USA.
Terri L. Rittenburg is Professor Emerita of Management and Marketing in the College of Business at the University of Wyoming, USA.
"About the title" may belong to another edition of this title.
Shipping rates from Germany to U.S.A.
| Item | 10 to 12 business days | 8 to 10 business days |
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| First item | £ 41.67 | £ 62.64 |
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