Marketing Graffiti: The View From the Street

Overview

Rejecting the managerially-driven structures normally imposed on the subject, Marketing Graffiti explains marketing from the perspective of the pivotal figure in the process - the consumer. It shows the reader that they are active consumers and producers of marketing, and therefore already well-equipped to appreciate the rationale and practice behind the process. Closely examining a range of real products, businesses, technologies, information, services, ads, packaging and branding, Professor Saren deconstructs ...

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Marketing Graffiti

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Overview

Rejecting the managerially-driven structures normally imposed on the subject, Marketing Graffiti explains marketing from the perspective of the pivotal figure in the process - the consumer. It shows the reader that they are active consumers and producers of marketing, and therefore already well-equipped to appreciate the rationale and practice behind the process. Closely examining a range of real products, businesses, technologies, information, services, ads, packaging and branding, Professor Saren deconstructs familiar images and environments to draw out the conceptual foundations of marketing from the real life scenarios we all experience everyday. By taking this reverse approach - letting the abstract concepts flow from the real world the reader already knows - Saren underscores the key marketing axiom that so many texts expound yet singularly fail to demonstrate in their approach.

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Editorial Reviews

From the Publisher
About marketing…

‘Marketing has become the soul of the corporation.’

Gilles Deleuze, 1992


‘In the surplus society the customer is more than king: the customer is the mother of all dictators.’

Jonas Ridderstrale & Kjell Nordstrom, 1999


‘The majesty of the customer … hardly plays any part any longer for the individual in relation to the advertising apparatus, the standardization of commodities and other economic realities.’

Max Horkheimer, 1967


‘If marketing can encourage us to buy a Ferrari, it can also persuade us to drive it safely - or resist the temptation to steal one’. Gerard Hastings, 2006

"If the metaphor of the machine inspired managers in the industrial age, the image of living systems may inspire a truly sustainable post-industrial marketing."

P Senge & G Carstedt . 2001


Marketing is everything.’

Regis McKenna 1991


"The shoppingisation of urban life …. the city is being configured according to the mall"

Rem Koolhaas, 2001


"Baudrillardians never make it past the shopping mall"

Brian Massumi 1992


About graffiti…

‘A wall is the best place to publish your work’

Banksy, (Graffiti Artist), 2005


‘That’s enough. I can’t take any more’,

Duncan Lloyd & Paul Smith, (‘Graffiti’ Maximo Park) 2005
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Product Details

  • ISBN-13: 9780750656979
  • Publisher: Taylor & Francis
  • Publication date: 5/24/2006
  • Pages: 304
  • Product dimensions: 7.40 (w) x 9.60 (h) x 0.70 (d)

Meet the Author

Michael Saren is Professor of Marketing at Leicester University Management Centre. He has a doctorate from University of Bath and previously held Chairs in Marketing at the Universities of Stirling and Strathclyde. His research covers the marketing of technology, critical marketing, consumer culture and marketing theory. His work has been published in many academic management journals in the UK, Europe and the USA, including the International Journal of Research in Marketing, Omega, British Journal of Management, the Journal of Business Ethics, Service Industries Journal and Industrial Marketing Management. He is a founding editor of the journal Marketing Theory Professor Saren is co-author with David Ford of Marketing and Managing Technology (Thomson Business Press, 2001) and co-editor with Douglas Brownlie, Robin Wensley, and Richard Whittington of Rethinking Marketing, (Sage Publications, 1999). He has been convener of the Marketing Stream at the first four Critical Management Studies International Conferences, 1999-2005 and one of the ‘Gang of Six’ who ran the ESRC Seminar Series in Critical Marketing. He was Chair of the 7th International Relationship Marketing Colloquium in 1999 and Chair of the 2003 European Marketing Academy Conference

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Read an Excerpt

The everyman's guide to successful marketing, using the real world to clearly illustrate basic marketing concepts.
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Table of Contents

Marketing values: views of markets; context; culture; views of values: Consuming experience: what is consumed?; role of consumers; stimulation; interaction; satisfaction: Moving space: logistics; information; people; value; material; energy: Building relations: interaction; institutions; communications; society; images and objects: Creating solutions: marketing problems; consumer problems; processes and capabilities; product solutions; technology; information and innovation; culture and people: Changing time

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