Can consumer interests really be incorporated into new marketing approaches? |
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Authors: | KARL KOLLMANN |
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Abstract: | In this paper a crucial guideline for new marketing approaches is examined using viewpoints found in critical theory. The first part of this paper discusses the function of goods in modern, late-industrial, and consumer society. The situation in which consumers interact is also briefly described, followed by an analysis of the social engineering of marketing approaches. Finally, some requirements for non-manipulative marketing perspectives are suggested. |
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