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The Dark Side of Marketing Communications - Critical Marketing Perspectives (Hardcover)
Loot Price: R3,891
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The Dark Side of Marketing Communications - Critical Marketing Perspectives (Hardcover)
Series: Routledge Studies in Critical Marketing
Expected to ship within 12 - 17 working days
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What fuels capitalism and what stops it from collapsing? Does
marketing communications support and sustain the economic and
political status quo? This book is not about describing the ways in
which businesses can optimize the messages they put across or about
adding to the marketing communicator's toolkit. This book argues
that marketing communications plays an increasingly important role
in bolstering contemporary capitalism. Drawing on
conceptualizations of the 'market' from political economy and
sociology, it focusses on five logics that underpin and sustain the
form of capitalism in which we live: the logic of competition, the
logic of sustainability, the logic of individualism, the logic of
objectivity, and the logic of distraction. It does this by
exploring those arenas which are increasingly dominated by the
communicative activities of business: sport, CSR, social media,
statistics, and entertainment. Bringing theories from marketing and
consumer research, sociology, cultural studies, technology and
media studies to bear on marketing communications, this book is
necessary reading for undergraduate and postgraduate students and
academics who wish to understand the broader role of marketing
communications in the reproduction of contemporary capitalism.
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