||||"In this ambitious and provocative work, Kalman Applbaum offers us an anthropological confrontation with nothing less than the "animus of bourgeois society's self-conception" (8): marketing. At stake, ultimately, is an opportunity for us to understand how we
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 ans...
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