Includes bibliographical references (pages 215-247) and index.
Contents
Getting past guru: being Steve Jobs -- Stealth CCOs -- Culture fast and slow -- Status and cool -- Producers and consumers -- Building a secret sneaker store -- How-to -- Philistines -- Conclusion.
Summary
Grant McCracken, an anthropologist who now trains some of the world's biggest companies and consulting firms, argues that the American corporation needs a new professional--a Chief Culture Officer--who would keep a finger on the pulse of contemporary cultural trends while developing a systematic understanding of the deep waves of culture in America and the world.
