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The Marketing Era

From Professional Practice to Global Provisioning

The Marketing Era by Kalman Applbaum
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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.
Taylor and Francis; June 2004
296 pages; ISBN 9781135943103
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Title: The Marketing Era
Author: Kalman Applbaum
 
ISBNs
0203503082
9780203503089
9780415945431
9781135943103
9781135943127