Erin O. Patton Under The Influence book full title: 'Under the Influence: Tracing the Hip-Hop Generation's Impact on Brands, Sports, & Pop Culture' Do you want to know how companies can 'manipulate the organic process that occurs within the laboratory of the urban experience'? Or understand how the Hip Hop generation's preferences, brand attributes, and penchant for design and product development can translate into 'huge profits' for your company? In this book former Nike PR manager Patton outlines his 7 Ciphers 'Urban' psychographic segmentation framework so you can target your products and services with laser-guided precision. There are rich real-life case studies and insights here from the man who pioneeded the use of barbershops in African American areas as an hotspot of Urban marketing activity. It's not a complete history of hip hop, marketing and advertising but is still a useful and practical introduction. Suffice to say there is no mention of Afrika Bambaataa, Kool Herc or Grandmaster Flash in the index... - Chris Byrne © ukhh.com 1999 - 2009