Marketing Apocalypse: Eschatology, Escapology and the Illusion of the End (Routledge Advances in Management and Business Studies, 2)

The present volume of essays examines the extent to which the end of marketing is nigh. The authors explore the present state of marketing scholarship and put forward a variety of visions of marketing in the twenty first century. Ranging from narratology to feminism, these suggestions are always enlightening, often provocative and occasionally outrageous. Maketing Apocalypse is required reading for anyone interested in the future of marketing. BOOK COVER......Page 1 HALF-TITLE......Page 2 TITLE......Page 4 COPYRIGHT......Page 5 THE SHALLOW MEN......Page 6 CONTENTS......Page 7 FIGURES......Page 9 TABLES......Page 10 CONTRIBUTORS......Page 11 PREFACE......Page 15 APOCALYPSE THEN......Page 18 APOCALYPSE WHY......Page 22 APOCALYPSE (N)EVER......Page 24 APOCALYPSE WHEN......Page 26 APOCALYPSE HOW......Page 28 APOCALYPSE NOW......Page 30 NOTES......Page 31 REFERENCES......Page 33 INTRODUCTION......Page 40 THE THREE ERAS SCHEMA......Page 42 THE ETERNAL EVANGEL......Page 44 THE MOTHER OF ALL MARKETING MODELS......Page 48 The pro-science era (1945–83)......Page 49 The anti-science era (1983–99)......Page 51 The non-science era (2000-)......Page 53 CONCLUSION......Page 55 NOTES......Page 56 REFERENCES......Page 57 INTRODUCTION......Page 62 PROLOGUE TO THE PLAY......Page 63 Why muzak?......Page 69 THE DEMISE OF THE MOVING STATUE......Page 70 SOME SUGGESTIONS FOR THE FUTURE (WE ARE NOT ALONE)......Page 76 REFERENCES......Page 77 HOWLING AT THE MOON......Page 84 FERGUS MAGROARTY’S BAR......Page 86 ON BELIEF AND BELIEF......Page 88 Epistle 1, from apostle A to apostle B......Page 89 Epistle 3, from apostle C to apostle A......Page 92 Epistle 6, from apostle C to apostle A......Page 93 Epistle 9, from apostle C to apostle A......Page 94 Epistle 10, from apostle A to apostle B......Page 95 Epistle 12, from apostle C to apostle A......Page 97 Epistle 13, apostle A to apostle B......Page 99 Epistle 15, from apostle C to apostle A......Page 101 SITTING ON A CORNFLAKE......Page 102 REFERENCES......Page 103 5 ON AURA, ILLUSION, ESCAPE, AND HOPE IN APOCALYPTIC CONSUMPTION......Page 106 COMMERCIALISM AND LOSS OF AURA......Page 107 AURA HYGIENE......Page 108 VIVA LAS VEGAS......Page 112 LAS VEGAS AS PROTOTYPE OF POSTMODERN CONSUMPTION......Page 116 TRANSGRESSION, ESCAPE, HEAVEN, HOPE, AND CHILDHOOD......Page 117 REFERENCES......Page 122 INTRODUCTION......Page 130 THE CONCEPT OF ESCHATOLOGY IN THE JUDEO-CHRISTIAN RELIGION......Page 131 FROM THEOLOGY TO TELEOLOGY: AN ARISTOTELIAN INTERPRETATION OF CONSUMER BEHAVIOUR......Page 133 BASIC ESCHATOLOGICAL PRINCIPLES IN CONSUMER BEHAVIOUR......Page 134 A NIETZSCHEAN CRITIQUE OF THE ESCHATOLOGICAL PARADIGM IN MARKETING......Page 137 Towards a new approach to the concept of ‘value’......Page 139 A narrative approach to the consumption process......Page 140 Narrativity and the redefinition of consumption......Page 142 ACTANTS, VALUE AND DESIRE: TOWARDS A NARRATOLOGICAL RECONSTRUCTION OF THE UNIVERSALISTIC CONSUMPTION PARADIGM......Page 144 CONCLUSION......Page 147 REFERENCES......Page 148 THE WEBER THESIS......Page 152 THE SPIRIT OF EMPATHY......Page 153 THE GHOST OF PHENOMENOLOGY......Page 154 THE SPIRIT OF MARKETING......Page 155 VISIONS OF THE END......Page 158 THE CUSTODIANS OF THE SPIRIT......Page 160 REFERENCES......Page 162 BEYOND THE END OF MARKETING......Page 164 Picturing the market......Page 165 Writing the market......Page 166 THE END IN THE MARKET: SOME PERSPECTIVES......Page 170 Etymology......Page 171 Economics......Page 172 Sociology of deviance......Page 173 Anthropology and ethnology......Page 174 Hybridity......Page 176 Illusion......Page 177 Agon......Page 179 Recursive transformation......Page 180 Tragedy......Page 182 THE END IN THE PRESENT......Page 183 CONCLUSION......Page 184 NOTES......Page 185 REFERENCES......Page 186 INTRODUCTION......Page 190 METHODOLOGICAL AND EPISTEMOLOGICAL FOREWORD......Page 191 The consumer context of ‘Nature & Découvertes’: ‘green fever’......Page 192 Target clientèle......Page 193 The ‘Nature & Découvertes’ project......Page 194 Reformulating the ‘Nature & Découvertes’ concept at the point of sale......Page 195 Authenticity......Page 196 ‘Nature & Découvertes’, or a systematic appeal to the five senses......Page 197 ‘Nature & Découvertes’: back to Rousseau or ‘new-age’ concept?......Page 198 ‘Nature & Découvertes’: an animistic concept?......Page 199 ‘Nature & Découvertes’: nature versus culture or life versus death?......Page 200 The postmodern consumer is increasingly aware......Page 201 Marketing’s extended field of action: the tendency towards totalitarianism and the creation of illusions......Page 202 Marketing as a ‘societal’ factor......Page 203 REFERENCES......Page 204 INTRODUCTION......Page 208 DOES MARKETING AND MARKET-DRIVEN BEHAVIOUR ADD VALUE?......Page 212 HOW WILL MARKETING BE ORGANISED?......Page 218 POLITICAL PERCEPTIONS OF MARKETING......Page 220 REFERENCES......Page 222 ESCHATOLOGY AND ADVERTISING RESEARCH......Page 226 FIRST SIN OF OMISSION: CONSUMERS’ EVERYDAY EXPERIENCES OF ADVERTISING......Page 227 SECOND SIN OF OMISSION: EUROPEAN PERSPECTIVES......Page 230 FOURTH SIN OF OMISSION: QUALITATIVE METHODS......Page 231 FIFTH SIN OF OMISSION: NONPOSITIVISTIC PARADIGMS......Page 232 SCHISMATIC TENDENCIES: ACADEMICS VERSUS PRACTITIONERS......Page 233 DISCUSSION: INAUGURATING AUDIENCE ETHNOGRAPHY FOR A NEW ERA OF ADVERTISING RESEARCH......Page 235 REFERENCES......Page 239 SACRED PHALLUSIES......Page 244 MARKETING PROFANITIES......Page 245 ON THE ROAD TO HELL......Page 246 Time and money set the pace......Page 247 Feeling superior, the audio-recorder crackled with laughter......Page 248 The mirror gave a dirty laugh......Page 249 The earpiece hisses ‘she’s no virgin...’......Page 250 THE END IS NIGH?......Page 251 ENTER THE DEVIL’S DOORWAY......Page 252 EVE AND THE NEW JERUSALEM......Page 254 REFERENCES......Page 255 Confusion of terms......Page 258 More key terms......Page 259 A catalytic catechism for the cataclysm......Page 260 Preview......Page 261 Structure......Page 262 1 In the beginning......Page 263 3 From GOODS & SERVICES to ARTS & ENTERTAINMENT......Page 264 4 From BUYING to CONSUMPTION......Page 265 6 From MANAGERIAL RELEVANCE to INTRINSIC MOTIVATION......Page 266 7 From NEOPOSITIVISM to INTERPRETIVISM......Page 267 8 From SCIENCE to SCHOLARSHIP......Page 268 9 From IDENTITY to INCLUSIVENESS......Page 269 THE CATOLOGY OF TOMORROW......Page 270 Concepts......Page 271 An illustration: honest catology in action......Page 272 REFERENCES......Page 275 INTRODUCTION......Page 282 A SHORT HISTORY OF UTOPIA......Page 283 MARCADIA POSTPONED......Page 286 THE RETREAT FROM UTOPIA......Page 290 CONCLUSION......Page 295 NOTES......Page 297 REFERENCES......Page 298 NAME INDEX......Page 302 SUBJECT INDEX......Page 312 1. Apocaholics Anonymous: Looking Back On The End Of Marketing / Stephen Brown, Jim Bell And David Carson -- 2. Trinitarianism, The Eternal Evangel And The Three Eras Schema / Stephen Brown -- 3. Making A Drama Out Of A Crisis: The Final Curtain For The Marketing Concept / Pierre Mcdonagh And Andrea Prothero -- 4. Apocalyptus Interruptus: A Tale By Parables, Apostles And Epistles / Douglas Brownlie And John Desmond -- 5. On Aura, Illusion, Escape And Hope In Apocalyptic Consumption: The Apotheosis Of Las Vegas / Russell W. Belk -- 6. In Search Of The Hidden Go(o)d: A Philosophical Deconstruction And Narratological Revisitation Of The Eschatological Metaphor In Marketing / Benoit Heilbrunn -- 7. The Protestant Ethic And The Spirit Of Marketing: Visions Of The End / Ray Kent -- 8. Markets, Exchange And The Extreme / Cornelius G. Buttimer And Donncha Karanagh. 9. The Fall And Rise Of Marketing Fundamentalism: The Case Of The 'nature & Decouvertes' Distribution Concept / Patrick Hetzel -- 10. Marketing Adidimus / Michael J. Thomas -- 11. Advertising Research: Sins Of Omission And Inaugurated Eschatology / Stephanie O'donohoe -- 12. The Pathetic Phallusies Of St Thomas Aquinas And Why Marketing Should Give Eve A Break / Miriam Catterall, Pauline Maclaran And Lorna Stevens -- 13. On Eschatology, Onanist Scatology, Or Honest Catology? Cats Swinging, Scat Singing, And Cat Slinging As Riffs, Rifts, And Writs In A Catalytic Catechism For The Cataclysm / Morris B. Holbrook -- 14. The Future Is Past: Marketing, Apocalypse And The Retreat From Utopia / Stephen Brown And Pauline Maclaran. Edited By Stephen Brown, Jim Bell And David Carson. Includes Bibliographical References And Indexes. Is marketing in crisis? Some commentators have contended that marketing principles no longer appear relevant to the 'real world' of marketing managers. The foremost figures in the field are marketing's most outspoken critics rather than disseminators of the marketing message. Indeed, a number of noted academic authorities have announced nothing less than 'the end of marketing'. While such apocalyptic sentiments are very much in keeping with our degraded, postmodern, pre-millennial times, the present volume of essays examines the extent to which the end of marketing is nigh. The authors explore the present state of marketing scholarship and put forward a variety of visions of marketing for the twenty-first century. Ranging from narratology to feminism, these prophesies are always enlightening, often provocative and occasionally outrageous. Marketing Apocalypse is required reading for anyone interested in the future of marketing