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Synopsis
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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About the Author
Kalman Applbaum
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The Marketing Era: From Professional Practice to Global Provisioning
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The Marketing Era: From Professional Practice to Global Provisioning
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Routledge, 2004
ISBN 10: 0415945445
ISBN 13: 9780415945448
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Soft cover. Condition: Very Good. 1st Edition. Inscribed at top of the half-title page by the author to Harvard anthropologist Sally Falk Moore, "October 2003, To Sally, With respect and gratitude, Kal." Two leaves have paperclip indentation at top; tight, text clean. ix, [1], 283 p. Interesting provenance [otob: 33]. Signed by Author(s). Seller Inventory # 205464
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The Marketing Era: From Professional Practice to Global Provisioning
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Marketing Era : From Professional Practice to Global Provisioning
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The Marketing Era
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Marketing Era : From Professional Practice to Global Provisioning
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The Marketing Era: From Professional Practice to Global Provisioning
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