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Marketing and Modernity - An Ethnography of Marketing Practice (Hardcover)
Loot Price: R3,941
Discovery Miles 39 410
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Marketing and Modernity - An Ethnography of Marketing Practice (Hardcover)
Series: Explorations in Anthropology
Expected to ship within 12 - 17 working days
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What 200 products can be made from a dead chicken?What should
turkey really taste like?How can you make a ready-made meal appear
less manufactured?How do you market a "folk-pizza"?This fascinating
and entertaining book examines the strategies and struggles of the
young professionals who are responsible for marketing a variety of
ready-made food products for a major Norwegian food manufacturer.
This setting provides the empirical focus for the analysis of the
key tensions and contradictions which are to be found in
modernity.Through a detailed description of "everyday-life" in the
marketing department, the book critically examines many of the
features which are believed to characterise modernity, such as
authenticity, ambivalence and the quest for order. The setting also
allows the author to explore key economic terms such as "the
market," "product," "brand" and "consumer."Drawing on comparative
material, the author suggests that modernity may be characterized,
not so much by an effort at making order, but rather by specific
ways of dealing with ambivalence, and demonstrates that features
generally associated with modernity may not be so modern after all.
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