Rattles from the swill bucket / Stephen Brown -- Selling God's book / Russell Belk -- The extraordinary tale of an eight point eight million dollar book / Michael Thomas -- The pleasures of the used text : revealing traces of consumption / Janet L. Borgerson and Jonathan E. Schroeder -- Culture club : marketing and consuming the Da Vinci code / Kent Drummond -- Martin Amis on marketing / Daragh O'Reilly -- Paperback mother / Lisa O'Malley, Maurice Patterson, and Caoilfhionn Ní Bheacháin -- On the commercial exaltation of artistic mediocrity : books, bread, postmodern statistics, surprising success stories, and the doomed magnificence of way too many big words / Morris B. Holbrook -- Book reading groups : a "male outsider" perspective / Avi Shankar -- You can't tell a book by its cover : bookworms, bookcases, and bookcrossing / Pauline Maclaran and Rosalind Masterson -- Consuming literature / Hope Jensen Schau -- Riddikulus! : consumer reflections on the Harry Potter phenomenon / Al Terego and Sue Denim -- Telling tales of Virago Press / Lorna Stevens -- No experience necessary (or, how I learned to stop worrying and love marketing) / Charles Chandler -- I write marketing textbooks but really I'm a swill guy / Chris Hackley -- A step-by-step guide to Bridget Jones's diary, Fight Club, and the "how-to" industry / Anthony Patterson and Stephen Brown