How Our Obsessions Are Changing What We Buy and Who We AreBook - 2017
An in-depth analysis of the influence of fans, which the author terms "society's alpha customers," on modern life and culture, offers insight into the psychology and history of fandom while exploring how new digital tools are enabling convergences between brand owners and their consumers.
Publisher: New York, NY :, W.W. Norton & Company, Inc.,, 
Edition: First edition
Characteristics: xv, 318 pages ; 25 cm