Markets, Exchange and the Extreme

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Title: Markets, Exchange and the Extreme
Authors: Buttimer, Cornelius G.‏
Kavanagh, Donncha
Permanent link: http://hdl.handle.net/10197/5856
Date: 1998
Abstract: Marketing is contemplating its End, in at least two senses of the word (Brown 1993b; Brownlie and Saren 1992; 1995). Ruminations on its demise are unsurprising, since crisis and images of death are primal parts of our attempt at making sense of the world (Kermode 1967). Such apocalyptic visions occur with particular sharpness at fin de siècle times, not to mention towards the close of a millennium, which might explain the recent flurry of announcements of the End: of the world (Meadows et al. 1972), industrial society (Touraine 1974), capitalism (Lash and Urry 1987), the social (Baudrillard 1988), history (Fukuyama 1989), and work (Rifkin 1995). Latter-day predictions of marketing's imminent downfall can be seen as prototypical of this phenomenon. Moreover, these declarations are singularly characteristic of modernity, with its passion for re-invention, for new Ends and new Beginnings. But histrionic proclamations of the End often fail to deliver on their promise of finality: for beneath the cloak of eschatological language is modernity's ongoing teleological project of rampantly re-visioning the future. We prefer, therefore, to demur from the current discussion on the End of Marketing. Rather, we shall focus, in this chapter, on the End in Marketing. Here, we interpret End as meaning limit, extreme or margin, and, in particular, the extremes of the human condition.
Type of material: Book Chapter
Publisher: Routledge
Keywords: Marketing--Behavior;Marketing--Forecasting;Marketing
Language: en
Status of Item: Not peer reviewed
Is part of: Brown, S., Bell, J. and Carson, D. (eds.). Marketing Apocalypse: Eschatology, Escapology and the Illusion of the End. pp. 147-172
Appears in Collections:Business Research Collection

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