Buying In: The Secret Dialogue Between What We Buy and Who We Are

Good Insight Into the Changing Brand-Consumer Relationship

Buying In is an overview of branding and the evolving relationship between brands and the consumer. As a result of this evolving relationship, branding, and the industry as a whole, marketing professionals must adapt to these changes, and the author provides many successful case studies on companies who have done so successfully. My only complaint is that the presentation of ideas is a bit bland without any color or illustrations, which seems to be the norm for many books, however I believe that marketers would be more aware of this aspect. Overall this is a well written book which provides excellent references to back up the author¿s ideas and I highly recommend this book to marketing professionals or small businesses wishing to increase their marketing capability in a changing environment.

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