ENGLISH

The Marketing Era: From Professional Practice to Global Provisioning

By Kalman Applbaum

Book information

Publisher
Routledge
Year
2003
ISBN
9780415945448, 0415945445, 0203503082, 9780203503089, 9780203604014
Open Library ID
OL7497188M
Language
english
Format
PDF
Filesize
2 MB (1913596 bytes)
Edition
1
Pages
272\296
Scanned
yes
Time added
2011-04-20 14:05:05

Description

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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