The Marketing Era

From Professional Practice to Global Provisioning

Business & Finance, Marketing & Sales
Cover of the book The Marketing Era by Kalman Applbaum, Taylor and Francis
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Author: Kalman Applbaum ISBN: 9781135943127
Publisher: Taylor and Francis Publication: June 1, 2004
Imprint: Routledge Language: English
Author: Kalman Applbaum
ISBN: 9781135943127
Publisher: Taylor and Francis
Publication: June 1, 2004
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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