Chapter

1. 1. Marketing as a Monstrosity: The Impossible Place between Culture and Economy

Don Slater

in Inside Marketing

Published in print February 2011 | ISBN: 9780199576746
Published online May 2011 | e-ISBN: 9780191724916 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199576746.003.0002
1. 1. Marketing as a Monstrosity: The Impossible Place between Culture and Economy

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This chapter argues that marketing has been rendered “impossible” by fundamental divisions of intellectual labor between economic and cultural theory: whereas economics expelled all cultural logics in its analysis of formal rationality, cultural disciplines have focused on marketing as ideology and meaning, thus ignoring marketing as commercial practice. Marketing — in which cultural and economic logics are inextricable — is therefore very difficult to grasp. For this very reason, the attempt to theorize marketing as simultaneously economic and cultural logic addresses fundamental aspects of the modern division of intellectual labor.

Keywords: marketing; cultural theory; eceonomic theory; ideology; intellectual labor

Chapter.  8385 words. 

Subjects: Marketing

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