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When Scotland Was Jewish
The popular image of Scotland is dominated by widely recognized elements of Celtic culture. But a significant non-Celtic influence on Scotland's history has been largely ignored for centuries? This book argues that much of Scotland's history and culture from 1100 forward is Jewish. The authors provide evidence that many of the national heroes, villains, rulers, nobles, traders, merchants, bishops, guild members, burgesses, and ministers of Scotland were of Jewish descent, their ancestors originating in France and Spain. Much of the traditional historical account of Scotland, it is proposed, rests on fundamental interpretive errors, perpetuated in order to affirm Scotland's identity as a Celtic, Christian society. A more accurate and profound understanding of Scottish history has thus been buried. The authors' wide-ranging research includes examination of census records, archaeological artifacts, castle carvings, cemetery inscriptions, religious seals, coinage, burgess and guild member rolls, noble genealogies, family crests, portraiture, and geographic place names.
Culture and Consumption II
* New insights into modern consumer culture by a master critic
Heroes, Monsters & Messiahs
This book, "traces the evolution of mythic symbols in American popular culture as shown in movies and on TV from 1939-1999."--dust jacket.
Acknowledging Consumption
First published in 1995. Routledge is an imprint of Taylor & Francis, an informa company.
Gender, Design and Marketing
Product and service designers place increasing emphasis on the colour, form and appearance of what their organization offers and the language with which they describe it. Gloria Moss' erudite, sophisticated and fascinating book, guides the reader to an understanding of the way gender influences our visual perception. In this wide-ranging book the author explores design, visual aesthetics, language and communication, by drawing on an exhaustive range of primary sources of research from psychology, design, branding and communication. The lessons that emerge offer challenges to organizations both in the way in which their design and marketing is perceived by men and women, and how the make-up of their workforce may limit their ability to appreciate and address the diversity of customers' preferences. The challenge for management is to overcome these limitations and ensure that an organization's products and services mirror preferences of customers rather than those of senior managers.
Melungeons
Most of us probably think of America as being settled by British, Protestant colonists who fought the Indians, tamed the wilderness, and brought "democracy"-or at least a representative republic-to North America. To the contrary, Elizabeth Caldwell Hirschman's research indicates the earliest settlers were of Mediterranean extraction, and of a Jewish or Muslim religious persuasion. Sometimes called "Melungeons," these early settlers were among the earliest nonnative "Americans" to live in the Carolinas, Tennessee, Kentucky, Virginia, and West Virginia. For fear of discrimination-since Muslims, Jews, "Indians," and other "persons of color" were often disenfranchised and abused-the Melungeons were reticent regarding their heritage. In fact, over time, many of the Melungeons themselves "forgot" where they came from. Hence, today, the Melungeons remain the "last lost tribe in America," even to themselves. Yet, Hirschman, supported by DNA testing, genealogies, and a variety of historical documents, suggests that the Melungeons included such notable early Americans as Daniel Boone, John Sevier, Abraham Lincoln, Jefferson Davis, and Andrew Jackson. Once lost, but now, forgotten no more.
Branding Masculinity
Branding Masculinity examines two ideologies of masculinity – one typifying rural agricultural areas and the other found in urban, business settings. Comparisons are made between these two current forms of masculinity and both similarities and differences are identified. Six product categories compose the Constellation of Masculinity for both groups. Hirschman selects a masculine prototype brand from each category and presents a detailed analysis of the images, language and marketing actions used to create the brand's masculinity over time. Using her method, marketers for other brands will be equipped to enhance the masculine status of their brands, as well. Branding Masculinity proposes that masculine brands are made, not born. Masculinity is an enduring cultural ideal which can be attached to a variety of products and brands by the appropriate use of symbols, icons and images. Scholars from various disciplines within the fields of branding, marketing, public relations and corporate identity will see this book as vital in continuing the academic discourse in the field. It will serve as a respected reference resource for researchers, academics, students and policy makers, alike.
Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity
In this book distinguished theorist and author Shelby D. Hunt analyzes the major controversies in the "philosophy debates" raging throughout the field of marketing. Using an historical approach, Hunt argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory. He also shows how the pursuit of truth and objectivity in marketing research are both possible and desirable. Specific controversies analyzed in the book include: Does positivism dominate marketing research? Does positivism imply quantitive methods? Is relativism an appropriate foundation for marketing research? Does relativism imply pluralism, tolerance, and openness? Should marketing pursue the goal of objective research? An ideal companion to Hunt's classic text, Foundations of Marketing Theory, this volume will be equally useful on its own in any graduate level course on marketing theory.
