Marketers are increasingly relying on promotional practices (variously labeled as stealth marketing, hybrid messages, covert advertising) based on the diffusion of product information by third parties that appear to be independent of advertisers. In this paper, we examine to what extent the...

pt. 1. Marketers' sacralisation of the mundane -- pt. 2. Consumers' search for spiritual meanings in consumption of the mundane -- pt. 3. The commodification of the spiritual -- pt. 4. The consumption of spiritual goods -- pt. 5. Issues of method and representation.