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The Marketing Era: From Professional Practice to Global Provisioning

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The Marketing Era: From Professional Practice to Global Provisioning

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.

Country	USA
Author	Kalman Applbaum
Binding	Paperback
EAN	9780415945448
ISBN	0415945445
Label	Routledge
Manufacturer	Routledge
NumberOfItems	1
NumberOfPages	272
PublicationDate	2003-10-11
Publisher	Routledge
ReleaseDate	2003-10-30
Studio	Routledge

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