Marketing graffiti: The view from the street

    Research output: Book/ReportBook

    Abstract

    Rejecting the managerially-driven structures normally imposed on the subject, Saren explains marketing from the perspective of the pivotal figure in the process: the consumer. He addresses readers as active consumers and producers of marketing, and therefore already well-equipped to appreciate the rationale and practice behind the process.

    Critically examining the wide range of products, businesses, technologies, information, services, ads, packaging and branding, Saren utilizes everyday images and phenomena to draw out the conceptual foundations of marketing in its social and cultural context that we all experience.

    By taking this alternative approach - linking the abstract concepts to the everyday world the reader already knows -Marketing Graffiti explains marketing as consumers experience it, as active participants in it reflecting the variety in the bricollage subject that is marketing.

    Original languageEnglish
    PublisherTaylor and Francis
    Number of pages292
    ISBN (Print)9780080468563
    DOIs
    Publication statusPublished - 1 Jan 2013

    Bibliographical note

    Publisher Copyright:
    © 2006, Michael Saren. Published by Elsevier Ltd. All rights reserved.

    ASJC Scopus subject areas

    • Economics, Econometrics and Finance(all)
    • Business, Management and Accounting(all)

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