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Description - The Marketing Era by Kalman Applbaum

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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Book Details

ISBN: 9780415945431
ISBN-10: 0415945437
Format: Hardback
(229mm x 152mm x mm)
Pages: 272
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 1-Oct-2003
Country of Publication: United Kingdom

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