Маркетинг. Общие вопросы

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The Marketing Matrix: How the Corporation Gets Its Power - And How We Can Reclaim It

Автор: Gerard Hastings
Год: 2012
Издание: [не указанo]
Страниц: 224
ISBN: 0415678617
In the hands of the corporate sector, marketing has turned us into spoilt, consumption-obsessed children who are simultaneously wrecking our bodies, psyches and planet. Given the fiduciary duties of the corporation, notions like consumer sovereignty, customer service and relationship building are just corrosive myths that seduce us into quiescence, whilst furnishing big business with unprecedented power. Corporate Social Responsibility, the ultimate oxymoron, and its country cousin, Cause Related Marketing, are just means of currying favour amongst our political leaders and further extending corporate power. So it is time to fight back. As individuals we have enormous internal strength; collectively we have, and can again, change the world (indeed marketing itself is a function of humankind’s capacity to cooperate to overcome difficulties and way predates its co-option by corporations). From the purpose and resilience Steinbeck’s sharecroppers (‘we’re the people – we go on’), through...
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