Applbaum The Marketing Era

From Professional Practice to Global Provisioning
Erscheinungsjahr 2004
ISBN: 978-1-135-94312-7
Verlag: Taylor & Francis
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 272 Seiten

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

• Geisteswissenschaften Philosophie Moderne Philosophische Disziplinen Philosophische Anthropologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• 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