Non-Fiction Books:

The Marketing Era

From Professional Practice to Global Provisioning

Format

Hardback

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The Marketing Era by Kalman Applbaum
$503.99
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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.
Release date NZ
October 30th, 2003
Country of Publication
United Kingdom
Imprint
Routledge
Pages
272
Dimensions
152x229x22
ISBN-13
9780415945431
Product ID
2249428

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