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 MoreFeatured
The Anchoring Effects of Temperature Cues on Price Valuations
Michael Barbera, Barbera Solutions
Gavin Northey, University of Auckland, New Zealand
Felix Septianto, University of Auckland, New Zealand
Vicki Andonopoulos, University of New South Wales
Catherine Frethey-Bentham, University of Auckland, New Zealand
Featured
Dehumanization: Coping with Embarrassment in Consumer Purchases
Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada
Featured
I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations
Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex