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The United States of Wal-Mart

July 16, 2005 By Dan Goldgeier

“It’s hard to know exactly when it happened, just as it’s impossible to know if, or when, it will end. But for now, it’s clear: We’re all Wal-Mart’s bitches.” – John Dicker


I have to admit, I’m fascinated by Wal-Mart. I’ve written about this phenomenon before, as well as noted how Wal-Mart’s bumbling PR negates the effects of lead agency Bernstein-Rein’s shiny happy image ads when it compares its opponents to Nazi book-burners.
So naturally, I highly recommend John Dicker’s new book The United States of Wal-Mart.
Wal-Mart Book.jpg
Dicker isn’t a cheerleader for Wal-Mart, but he also isn’t a complete Wal-Mart basher, either. He goes to great lengths to describe the retailer’s history, evolution, culture, growth curve, current PR and merchandising tactics, as well as all the opposition to Wal-Mart’s growth and labor practices. He assesses how America today has embraced Wal-Mart for both good and bad. It’s well-annotated and researched.
Everyone in advertising has clients who are directly or indirectly affected by Wal-Mart. So it’s best to understand the retailer as much as possible. Get this book.

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About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.

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