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The Marketing Era

The Marketing Era


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International Edition


About the Book

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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Product Details
  • ISBN-13: 9780415945431
  • Publisher: Routledge
  • Publisher Imprint: Routledge
  • Height: 236 mm
  • No of Pages: 272
  • Series Title: English
  • Weight: 562 gr
  • ISBN-10: 0415945437
  • Publisher Date: 10 Oct 2003
  • Binding: Hardback
  • Language: English
  • Returnable: N
  • Spine Width: 22 mm
  • Width: 157 mm


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