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Abstract Cool has become the favoured language of popular culture. This paper examines the roots of cool and its evolution with reference to its relevance to marketers. In particular, the work of Bourdieu and the concepts of cultural capital and cultural intermediaries are drawn on. The importance of talking to cultural intermediaries led Seagram to carry out a research programme that examines the process of adoption of alcoholic drinks and ways of reaching ‘style leaders’. Given the problem of recruiting and researching ‘style leaders’, the research employed specialist recruiters and moderators and a combination of direct and indirect questioning. Copyright © 2002 Henry Stewart Publications.
Nancarrow et al. (Sat,) studied this question.