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| Author: | Newman, K. |
| Title: | The sorcerer's apprentice? Alchemy, seduction and confusion in modern marketing |
| Journal: | International Journal of Advertising
2001 : VOL. 20:4, p. 409-429 |
| Index terms: | MARKETING ADVERTISING CONSUMERS |
| Language: | eng |
| Abstract: | In this article the author proposes to rehearse some well- tested propositions about marketing, but at the same time the author wants to illuminate and diagnose the pitfalls and disasters which await its unwary practitioners, whether they are unskilled apprentices or experienced masters of their craft. The author wishes to convey something of the precariousness or vulnerability of successful marketing achievements, and he shall conclude with some original reflections on a particular and dangerous marketing phenomenon which has recently made its appearance in the banking and financial sector: 'confusion marketing'. The authors states there is proposition of suggestive parallels between sorcery and marketing. His serious justification for this lies in what he considers to be the special features of marketing: that it is more of an art than a science. |
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