The Road to Wicked: The Marketing and Consumption of Oz from L. Frank Baum to Broadway

ISBN-13: 9783319931050 / Angielski / Twarda / 2018 / 336 str.

Kent Drummond; Susan Aronstein; Terri L. Rittenburg

Recenzje

"The Road to Wicked is notable title that goes into the details of consumer-product relations and explains the many steps the industry in cooperation with the arts and entertainment industry prepares and carries out for the simple motive of commercial success." (A. Ebert, popcultureshelf.com, February, 2019)

Spis treści

1. We’re Off to See the Wizard: In Search of Cultural Sustainability

Part I. The Road

2. The Wonderful Wizard of Marketing: L. Frank Baum as Producer and Promoter

3. Extending the Yellow Brick Road: More Books and a Technicolor Rainbow

4. Of Living Rooms and Libraries: Oz’s Journey from Fairy Tale to Myth

5. Expanding the Map: Oz in the Public Domain

Part II. Wicked

6. Telling and Selling: The Untold Story of the Witches of Oz

7. “My Entire Body was Shaking”: Consumers Respond to Wicked

8. “The Audience Unites in One Big ‘Yes!’”: Theater Professionals Reflect on Wicked

9. Pulling Back the Curtain: Wicked Experiences

Part III. Beyond Wicked

10. Whither Oz?: Stepping Into the 21^st Century

11. At the Gates of the Emerald City: Towards a New Theory of Cultural Sustainability

O autorze

Kent Drummond is Associate Professor of Management and Marketing in the College of Business at the University of Wyoming, USA.

Susan Aronstein is Professor of English and Director of the University Honors Program at the University of Wyoming, USA.

Terri L. Rittenburg is Professor Emerita of Management and Marketing in the College of Business at the University of Wyoming, USA.