This book offers a cultural studies approach to marketing and advertising and shows readers how scholars from different academic disciplines make sense of marketings role in American culture and society. It is written in an accessible style and has numerous drawings by the author to give it more visual interest.
Introduction: Martians and Marketing
Chapter 1: The Semiotics of Marketing: Selling with Signs
Chapter 2: A Psychoanalytic Approach to Marketing
Chapter 3: Sociological Theory: The Group Sells
Chapter 4: Marxism and Marketing
Chapter 5: The Anthropology of Marketing
Chapter 6: Marketing Memes: Antiquity and Modernity
Chapter 7: Marketing the Self
Chapter 8: Marketing Something: Advertising Cruise Tourism
Chapter 9: Marketing the President: Political Marketing
Chapter 10: Marketing to Millenials
Chapter 11: Marketing and Social Media
Chapter 12: Marketing Countries: Selling the USA
Chapter 13: Marketing Theory
Chapter 14: Ernest Dichters The Strategy of Desire
Coda: Marketing and Martians
Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, USA. He has published more than seventy books on media, popular culture, humor, semiotics and tourism. He was a Fulbright lecturer in Italy in 1963 and has lectured in countries such as Iran, China, Indonesia, Germany, and Argentina. He was elected to the University of Iowa School of Journalism and Mass Communication Hall of Fame in 2009.
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