Premium
Can consumer interests really be incorporated into new marketing approaches?
Author(s) -
KOLLMANN KARL
Publication year - 1995
Publication title -
journal of consumer studies and home economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 0309-3891
DOI - 10.1111/j.1470-6431.1995.tb00541.x
Subject(s) - viewpoints , marketing , function (biology) , guideline , business , management science , economics , political science , art , evolutionary biology , law , visual arts , biology
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.