The Marketing Era

From Professional Practice to Global Provisioning
1. Auflage 2003
ISBN: 978-0-415-94544-8
Verlag: Routledge

Buch, Englisch, 294 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 432 g

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.

Autoren/Hrsg.

Applbaum, Kalman

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaftswissenschaften: Allgemeines
• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines
• Geisteswissenschaften Philosophie Moderne Philosophische Disziplinen Philosophische Anthropologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Kalman Applbaum