The book explores the vital role played by the financial service
industries in enabling the poor to consume over the last hundred
and fifty years. Spending requires means, but these industries
offered something else as well they offered practical marketing
devices that captured, captivated and enticed poor consumers.
Consumption and consumer markets depend on such devices but their
role has been poorly understood both in the social sciences and in
business studies and marketing. While the analysis of consumption
and markets has been carved up between academics and practitioners
who have been interested in either their social and cultural life
or their economic and commercial organization, consumption
continues to be driven by their combination. Devising consumption
requires practical mixtures of commerce and art whether the product
is an insurance policy or the latest release IPad. By advancing the
case for a more pragmatic understanding of how ordinary, dull,
everyday consumption is arranged, the book offers an alternative to
orthodox approaches, which will appeal to broader interdisciplinary
audiences interested in questions about how, and why, consumer
markets work.
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