Markets and Marketing At a Crossroads

In this brief presentation, Firat makes the argument that the ideology of “free markets” is now bankrupt, and so is its ultimate form of practice: modern marketing. To build the argument, a short history of the construction of ‘The Market’ in the image of – yet antithetical to – traditional marketplaces is presented. Through this history, the constitution of the modern capitalist system based on phenomena such as those of marketization, individualization, commoditization, consumerization, and commercialization is explored, thus exposing the natures of both ‘The Market’ and modern marketing as institutions that reproduce the ideological construction of life in contemporary society. Exposing both as institutions rather than as mechanisms or a set of practices provides the reason for their unsustainability.



Citation:

A. Fuat Firat (2011) ,"Markets and Marketing At a Crossroads", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 44.

Authors

A. Fuat Firat, University of Texas-Pan American, USA



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption

Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln

Read More

Featured

The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo

Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark

Read More

Featured

Dimming the Light Offers A Creative Lens: The Impact of Ambient Illuminance on Creativity Assessment

Chen Wang, Drexel University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China
Jennifer Argo, University of Alberta, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.