{"product_id":"9783319931050","title":"The Road to Wicked: The Marketing and Consumption of Oz from L. Frank Baum to Broadway","description":"\u003ch1\u003eThe Road to Wicked: The Marketing and Consumption of Oz from L. Frank Baum to Broadway\u003c\/h1\u003e \u003ch2\u003eDrummond, Kent; Aronstein, Susan; Rittenburg, Terri L.\u003c\/h2\u003e \u003cp\u003e\u003c\/p\u003e\u003cdiv\u003e\u003cp\u003e\u003ci\u003eThe Road to \u003c\/i\u003eWicked 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 authors examine key adaptations and extensions of Baum’s 1900 novel. These include the original Oz craze, the MGM film and its television afterlife, \u003ci\u003eWicked\u003c\/i\u003e and its extensions, and \u003ci\u003eOz the Great and Powerful\u003c\/i\u003e—Disney’s recent (and highly lucrative) venture that builds on the considerable success of \u003ci\u003eWicked.\u003c\/i\u003e At the end of the book, the authors offer a foundational framework for a new theory of cultural sustainability and propose a set of explanatory conditions under which \u003ci\u003eany\u003c\/i\u003e artistic experience might achieve it.\u003c\/p\u003e\u003c\/div\u003e \u003ch3\u003eDetails\u003c\/h3\u003e \u003cp\u003ePublished by: Palgrave Macmillan\u003c\/p\u003e \u003cp\u003ePublication Date: 2018-08-08\u003c\/p\u003e \u003cp\u003eFormat: Hardcover\u003c\/p\u003e \u003cp\u003eISBN-13: 9783319931050\u003c\/p\u003e \u003cp\u003eDOI: 10.1007\/978-3-319-93106-7\u003c\/p\u003e \u003cp\u003eDimensions: 210cm x148cm\u003c\/p\u003e \u003cp\u003ePages: 336\u003c\/p\u003e ","brand":"Springer International Publishing","offers":[{"title":"Default Title","offer_id":47707973517452,"sku":"9783319931050","price":89.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783319931050.jpg?v=1776780427","url":"https:\/\/lateknightbooks.com\/products\/9783319931050","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}