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Palgrave Macmillan

Marketing and American Consumer Culture

A Cultural Studies Analysis

  • Book
  • © 2016

Overview

Authors:
  1. Arthur Asa Berger

    1. San Francisco State University, San Francisco, USA

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  • Provides interdisciplinary and cross-disciplinary approaches to understanding marketing in one concise volume
  • Offers an extensive set of visual aids and illustrations
  • Composed in the author's signature style, combining rigor and accessibility applicable to students and researchers alike

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Table of contents (16 chapters)

  1. Front Matter

    Pages i-xi
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  2. Introduction: Martians and Marketers

    • Arthur Asa Berger
    Pages 1-11

  3. The Semiotics of Marketing: Selling with Signs

    • Arthur Asa Berger
    Pages 13-24

  4. A Psychoanalytic Approach to Marketing

    • Arthur Asa Berger
    Pages 25-35

  5. Sociological Theory: The Group Sells

    • Arthur Asa Berger
    Pages 37-46

  6. Marxism and Marketing

    • Arthur Asa Berger
    Pages 47-54

  7. The Anthropology of Marketing

    • Arthur Asa Berger
    Pages 55-61

  8. Marketing Memes: Antiquity and Modernity

    • Arthur Asa Berger
    Pages 63-67

  9. Marketing the Self

    • Arthur Asa Berger
    Pages 69-78

  10. Marketing Something: Advertising Cruise Tourism

    • Arthur Asa Berger
    Pages 79-92

  11. Marketing the President: Political Marketing

    • Arthur Asa Berger
    Pages 93-100

  12. Marketing to Millennials

    • Arthur Asa Berger
    Pages 101-110

  13. Marketing and Social Media

    • Arthur Asa Berger
    Pages 111-114

  14. Marketing Countries

    • Arthur Asa Berger
    Pages 115-122

  15. Marketing Theory

    • Arthur Asa Berger
    Pages 123-129

  16. The Technician of Desire

    • Arthur Asa Berger
    Pages 131-147

  17. Coda: Marketers and Martians

    • Arthur Asa Berger
    Pages 149-151

  18. Back Matter

    Pages 153-164
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Keywords

About this book

This book offers a cultural studies approach to marketing and advertising and shows readers how scholars from different academic disciplines make sense of marketing’s role in American culture and society.  It is written in an accessible style and has numerous drawings by the author to give it more visual interest.

Authors and Affiliations

  • San Francisco State University, San Francisco, USA

    Arthur Asa Berger

About the author

Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, USA. He has published more than seventy books on media, popular culture, humor, semiotics and tourism. He was a Fulbright lecturer in Italy in 1963 and has lectured in countries such as Iran, China, Indonesia, Germany, and Argentina. He was elected to the University of Iowa School of Journalism and Mass Communication Hall of Fame in 2009.

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