<p/><br></br><p><b> Book Synopsis </b></p></br></br><p><i>The Road to </i>Wicked 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, <i>Wicked</i> and its extensions, and <i>Oz the Great and Powerful</i>--Disney's recent (and highly lucrative) venture that builds on the considerable success of <i>Wicked.</i> 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 <i>any</i> artistic experience might achieve it.</p><p/><br></br><p><b> Review Quotes </b></p></br></br><br>"The Road to Wicked is notable title that goes into the details of consumer-product relations and explains the many steps the industry in cooperation with the arts and entertainment industry prepares and carries out for the simple motive of commercial success." (A. Ebert, popcultureshelf.com, February, 2019) <br><br><p/><br></br><p><b> About the Author </b></p></br></br><p><b>Kent Drummond</b> is Associate Professor of Management and Marketing in the College of Business at the University of Wyoming, USA.</p> <p><b>Susan Aronstein</b> is Professor of English and Director of the University Honors Program at the University of Wyoming, USA.</p> <p><b>Terri L. Rittenburg</b> is Professor Emerita of Management and Marketing in the College of Business at the University of Wyoming, USA.</p>