Marketing Graffiti: The Writing on the Wall - Saren, Mike

Taylor & Francis

Marketing GraffitiThe Writing on the Wall\nAuthor(s): Mike Saren\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138013322, 978-1138013322\nSynopsis\nRadical and unique in its approach and presentation, Marketing Graffiti turns the traditional marketing introduction on its head by helping students to understand the part they already play as consumers in the marketing process. Most marketing textbooks tackle the subject as a business function [url] how to \""do\"" marketing in companies and other organizations. Marketing Graffiti shows how marketing is not just a business function but a part of our culture, and one in which we are all active as part-time marketers. By rejecting managerially-driven structures in this way, Saren's approach makes marketing immediate and instantly recognizable as a process and a phenomenon in which we are already complicit. It helps readers to become aware of what they already know. Critically examis