Repository | Series | Book | Chapter

194440

Where marketing causes trouble

Verena E. StoecklMarius K. Luedicke

pp. 19-28

Abstract

In its broadest sense, marketing is "what people do when they want to provide something to, or get something from, someone else" (Levy, 1978, p. 14). Marketing is typically considered successful if (and only if) the parties involved consider the exchange of this 'something" of "posi. tive value" (Bagozzi, 1974). In pursuit of mutually beneficial exchanges, marketing no longer provides consumers only with everyday necessities and amenities — such as nutrition, shelter, sanitation, or transport — but also plays an increasing role in supporting consumers' identity construc. tion and expression.

Publication details

Published in:

Varey Richard, Pirson Michael (2014) Humanistic marketing. Basingstoke, Palgrave Macmillan.

Pages: 19-28

DOI: 10.1057/9781137353290_2

Full citation:

Stoeckl Verena E., Luedicke Marius K. (2014) „Where marketing causes trouble“, In: R. Varey & M. Pirson (eds.), Humanistic marketing, Basingstoke, Palgrave Macmillan, 19–28.