This book is dedicated to the research of the "pleasure phenomenon"
as the most important factor in individual and socio-cultural
development. In a society of mass consumption, pleasure-having
turned into a commodity and a means of manipulation-defines
civilizational development. The authors theorize that the pursuit
of pleasure can destroy one's self, culture, and environment. The
recent rapid technological expansion has turned pleasure into a
societal challenge. This study emphasizes the necessity of
intrinsic transformation of marketing in the 21st Century which
would shift the focus from seeking pleasure to controlling desires
in a way that would benefit self, society, and the world.
General
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