The Marketing Era

Marketing has situated itself as an indispensable tool in today's business world-an unavoidable step in the process from production to consumption. This book is the first of its kind to map out the organizing principles and cultural logic of marketing, and trace the profession's ascent to global domination. Applbaum argues that marketing can be seen as a particular set of cultural practices that surfaced in reaction to the affluence of Western society, and not the answer to the call of inherent human needs and wants. In order to understand globalization, transnational corporations, and the spread of consumer culture, one must understand the logic of marketing.

Autorentext

Kalman Applbaum

Klappentext

Marketing has situated itself as an indispensable tool in today's business world-an unavoidable step in the process from production to consumption. This book is the first of its kind to map out the organizing principles and cultural logic of marketing, and trace the profession's ascent to global domination. Applbaum argues that marketing can be seen as a particular set of cultural practices that surfaced in reaction to the affluence of Western society, and not the answer to the call of inherent human needs and wants. In order to understand globalization, transnational corporations, and the spread of consumer culture, one must understand the logic of marketing.

Zusammenfassung
Tracing the genealogy of marketing, this title maps out the organizing principles and cultural logic of the profession. It looks at topics such as the logic of marketing strategy, global marketing practice, and the moral history of marketing.

Inhalt
Preface I. MARKETING AND THE CAPITALIST SYSTEM OF PROVISIONING Chapter 1: Marketing Principles Chapter 2: The Logic of Marketing Strategy Chapter 3: Global Marketing Practice II. NATURALIZATION OF MARKETING PRINCIPLES Chapter 4: Problems in the Moral History of Marketing Chapter 5: American Abundance and the Marketing Revolution Chapter 6: Marketing Marketing Conclusion Notes