Selling Yoga

Know about the book -

Selling Yoga is written by Andrea R. Jain and published by . It's available with International Standard Book Number or ISBN identification 0199390274 (ISBN 10) and 9780199390274 (ISBN 13).

'Selling Yoga' explores how modern yoga became transformed from a largely countercultural phenomenon to a part of pop culture when entrepreneurs became strategic participants in a global market and succeeded in 'selling yoga' by establishing continuity between their yoga brands and the dominant demands of consumer culture. Although the author focuses on the most widely consumed yoga systems, those of postural yoga, she compares a diverse array of modern yoga types.