Buy Now
How Amazon combined branding and relationship marketing with massive distribution infrastructure to become the ultimate service brand in the digital economy. Amazon is ubiquitous in our daily lives—we stream movies and television on Amazon Prime Video, converse with Alexa, receive messages on our sm...
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| Glavni autor: | |
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| Format: | Online |
| Jezik: | engleski |
| Izdano: |
The MIT Press
2022
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| Teme: | |
| Online pristup: | ONIX_20220621_9780262368391_40 |
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| _version_ | 1869516020077559808 |
|---|---|
| author | West, Emily |
| author_browse | West, Emily |
| author_facet | West, Emily |
| author_sort | West, Emily |
| collection | Directory of Open Access Books |
| description | How Amazon combined branding and relationship marketing with massive distribution infrastructure to become the ultimate service brand in the digital economy. Amazon is ubiquitous in our daily lives—we stream movies and television on Amazon Prime Video, converse with Alexa, receive messages on our smartphone about the progress of our latest orders. In Buy Now, Emily West examines Amazon's consumer-facing services to investigate how Amazon as a brand grew so quickly and inserted itself into so many aspects of our lives even as it faded into the background, becoming a sort of infrastructure that can be taken for granted. Amazon promotes the comfort and care of its customers (but not its workers) to become the ultimate service brand in the digital economy. West shows how Amazon has cultivated personalized, intimate relationships with consumers that normalize its outsized influence on our selves and our communities. She describes the brand's focus on speedy and seamless ecommerce delivery, represented in the materiality of the branded brown box; the positioning of its book retailing, media streaming, and smart speakers as services rather than sales; and the brand's image control strategies. West considers why pushback against Amazon's ubiquity and market power has come mainly from among Amazon's workers rather than its customers or competitors, arguing that Amazon's brand logic fragments consumers as a political bloc. West's innovative account, the first to examine Amazon from a critical media studies perspective, offers a cautionary cultural study of bigness in today's economy. |
| format | Online |
| id | doab-20.500.12854ir-84606 |
| institution | Directory of Open Access Books |
| language | eng |
| publishDate | 2022 |
| publishDateRange | 2022 |
| publishDateSort | 2022 |
| publisher | The MIT Press |
| publisherStr | The MIT Press |
| record_format | ojs |
| spelling | doab-20.500.12854ir-846062024-03-30T12:53:37Z Buy Now West, Emily History of specific companies / corporate history Web-marketing Media studies thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJZ History of specific companies / corporate history thema EDItEUR::J Society and Social Sciences::JB Society and culture: general::JBC Cultural and media studies::JBCT Media studies::JBCT3 Media studies: advertising and society How Amazon combined branding and relationship marketing with massive distribution infrastructure to become the ultimate service brand in the digital economy. Amazon is ubiquitous in our daily lives—we stream movies and television on Amazon Prime Video, converse with Alexa, receive messages on our smartphone about the progress of our latest orders. In Buy Now, Emily West examines Amazon's consumer-facing services to investigate how Amazon as a brand grew so quickly and inserted itself into so many aspects of our lives even as it faded into the background, becoming a sort of infrastructure that can be taken for granted. Amazon promotes the comfort and care of its customers (but not its workers) to become the ultimate service brand in the digital economy. West shows how Amazon has cultivated personalized, intimate relationships with consumers that normalize its outsized influence on our selves and our communities. She describes the brand's focus on speedy and seamless ecommerce delivery, represented in the materiality of the branded brown box; the positioning of its book retailing, media streaming, and smart speakers as services rather than sales; and the brand's image control strategies. West considers why pushback against Amazon's ubiquity and market power has come mainly from among Amazon's workers rather than its customers or competitors, arguing that Amazon's brand logic fragments consumers as a political bloc. West's innovative account, the first to examine Amazon from a critical media studies perspective, offers a cautionary cultural study of bigness in today's economy. 2022-06-21T09:08:16Z 2022-06-21T09:08:16Z 2022 book ONIX_20220621_9780262368391_40 9780262368391 9780262543309 https://directory.doabooks.org/handle/20.500.12854/84606 eng Distribution Matters application/octet-stream Attribution-NonCommercial-NoDerivatives 4.0 International https://doi.org/10.7551/mitpress/12464.001.0001 The MIT Press The MIT Press 10.7551/mitpress/12464.001.0001 10.7551/mitpress/12464.001.0001 ae0cf962-f685-4933-93d1-916defa5123d 9780262368391 9780262543309 The MIT Press 328 Cambridge open access |
| spellingShingle | History of specific companies / corporate history Web-marketing Media studies thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJZ History of specific companies / corporate history thema EDItEUR::J Society and Social Sciences::JB Society and culture: general::JBC Cultural and media studies::JBCT Media studies::JBCT3 Media studies: advertising and society West, Emily Buy Now |
| title | Buy Now |
| title_full | Buy Now |
| title_fullStr | Buy Now |
| title_full_unstemmed | Buy Now |
| title_short | Buy Now |
| title_sort | buy now |
| topic | History of specific companies / corporate history Web-marketing Media studies thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJZ History of specific companies / corporate history thema EDItEUR::J Society and Social Sciences::JB Society and culture: general::JBC Cultural and media studies::JBCT Media studies::JBCT3 Media studies: advertising and society |
| topic_facet | History of specific companies / corporate history Web-marketing Media studies thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJZ History of specific companies / corporate history thema EDItEUR::J Society and Social Sciences::JB Society and culture: general::JBC Cultural and media studies::JBCT Media studies::JBCT3 Media studies: advertising and society |
| url | ONIX_20220621_9780262368391_40 |
| work_keys_str_mv | AT westemily buynow |