The Marketing Era: From Professional Practice to Global Provisioning by Kalman Applbaum 0000-00-00 00:00:00

eBook PDF Download & Hot Deals The Marketing Era: From Professional Practice to Global Provisioning

by Kalman Applbaum
Book Views: 1
Author
Kalman Applbaum
Publisher
Routledge
Date of release
Pages
272
ISBN
9781135943080
Binding
ebook
Illustrations
Format
PDF, EPUB, MOBI, TXT, DOC
Rating
4
73
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Book review

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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