The Marketing Era: From Professional Practice to Global...

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Business & Economics - Sales & Marketing
The Marketing Era: From Professional...

The Marketing Era: From Professional Practice to Global Provisioning

Name: The Marketing Era: From Professional Practice to Global Provisioning
ISBN: 9780415945448

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.

Категории:

Business & Economics - Sales & Marketing

Год:

2003

Издание:

Издательство:

Routledge

Язык:

english

Страницы:

272

ISBN 10: