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Having, being and consumption

  • Marketing needs to recognise the changing priority of consumption. The belief that markets are secure because consumers will continue to be motivated to have an ever-greater array and quantity of goods and services is a shortsighted and erroneous assumption. Consumers are increasingly looking to the market to provide resources and technologies that will enable them to achieve rewarding and sustainable states of 'being'. Drawing on the humanist philosophy of Erich Fromm, this paper advances the case for a 'Marketing of Being', based on a detailed discussion of the changing nature of consumer identity and identification behaviour.

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Metadaten
Author:J. A. Fitchett, A. Shankar
Parent Title (English):Journal of Marketing Management, Westburn Publishers, Vol. 18 (No. 5-6, June 2002), pp. 501-516.
Document Type:Articles
Language:English
Year of first Publication:2002
Release Date:2012/12/13
Format:no copy existent / keine Kopie vorhanden
IdNo:Fitchett_J_A_and_Shankar_A_2002
Writings about Erich Fromm (Secondary Literature):Articles / Artikel
Erich Fromm's Library and Erich Fromm Archive:Articles / Artikel
Licence (German):
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