Thinking in terms of 'marketing concepts' has penetrated almost every sector of society - not only economy, but also politics, the media end the arts. Everythin... » 

Thinking in terms of 'marketing concepts' has penetrated almost every sector of society - not only economy, but also politics, the media end the arts. Everything has become a product, our culture has become 'marketized'. Although marketing is a ubiquitous feature of society, it is starting to lose its charm. Consumers no longer believe they can find a place in the world of the brand. Brand managers can see their promises evaporating before their eyes, for their strategies no longer fit in with today's culure. This book focuses on the relationship between brands and consumers, and suggests new avenues for a more appropriate marketing language.
Margeting begins on the ragged fringes of present-day marketing, and moves out from there to unexplored worlds brimming with new concepts. Unexpected examples from literature, cinema and philosophy illustrate the changes that are occuring in desire and portrayal. Brands and consumers cannot be defined as unambiguous entities, but are in an ongoing two-way relationship. The meaning of brands emerges in dialogue with consumers. Newly created campaigns for well-known brands are included to increase readers' understanding of the ideas presented. Mageting seeks to demonstrate the quality of narratives that can touch consumers and do justice to their differing experiences. Margeting generates brands tha tare not single, staged scenarios, but collections of ever-changing narratives: the brand as a crossroad of narratives.Margeting is essential reading for all those interested in our conteporary culture and its effect on the way we portay ourseves and the things around us.
Andre Platteel is the author of Symbol Soup, a book on visual language in contemporay culture. He is the founder of Somanydynamos, a company that advises on the emerging culture and its impact on consumer behavior, media use and brands. He lives and works in Amsterdam. «