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

by Kent Drummond, Terri L. Rittenburg, Susan Aronstein

Book Overview

The Road to Wicked examines the long life of the Oz myth. It is both a study in cultural sustainability-- the capacity of artists, narratives, art forms, and genres to remain viable over time--and an examination of the marketing machinery and consumption patterns that make such sustainability possible. Drawing on the fields of macromarketing, consumer behavior, literary and cultural studies, and theories of adaption and remediation, the...

• Format: Paperback
• Language: English
• ISBN: 3030065901
• ISBN13: 9783030065904
• Release Date: December 2018
• Publisher: Palgrave MacMillan
• Length: 336 Pages
• Weight: 0.92 lbs.
• Dimensions: 0.7" x 5.8" x 8.3"