Редактор: John F Sherry, Jr "Anyone concerned with understanding the consumer will find John Sherry's new book invaluable In the last decade, the most important contributions to the meaning of ахпркproducts, brands, and advertising in consumers' lives have come from anthropology John Sherry and the contributors to this volume have been in the forefront of that movement" Myra Stark, Saatchi & Saatchi Advertising "This book is long overdue; anthroбечфйpologists as consumer researchers have been a powerful underground force for the past 15 years of innovative marketing Major companies, as well as government and private institutions, have looked to anthropologists to help when other research has failed Sherry has collected outstanding anthropological practitioners in this volume, and they have written cutting-edge chapters on product symbolism, consumer culture, advertising efficacy, and international marketing" Steve Barnetбпавпt, Managing Director, Global Business Network "In the last few years, the need for cross-cultural consumer understanding has grown rapidly This phenomenon makes it imperative that not only must we fully understand the meanings of brands and products to our domestic consumers, but we must know which meanings are 'transportable' to consumers in other cultures John Sherry's book suggests that anthropologists could and should have a major role in cross-cultural consumer understanding" Patricia ACafferata, President and Chief Executive Officer, Young & Rubicam Chicago.