Kalman Applbaum

The Marketing Era (eBook, PDF)

From Professional Practice to Global Provisioning

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 272
• Erscheinungstermin: 1. Juni 2004
• Englisch
• ISBN-13: 9781135943134
• Artikelnr.: 42983918

Autorenporträt

Kalman Applbaum, University of Wisconsin-Milwaukee

Inhaltsangabe

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