Marketing: Culture Institutionalized

Marketing's role in contemporary culture can best be understood by placing it within the history of modernity. The market, and marketing as its institutionalized set of practices, has become a key institution of modern culture and its objective is its own enlargement. Globalization of this institution and its logic makes it more and more difficult for the culture of marketing to change. Such change requires a new imaginary that includes a convincing presentation of an alternative organization of life.