In the hands of the corporate sector, marketing has turned us into spoilt, consumption-obsessed children who are simultaneously wrecking our bodies, psyches and planet. Given the fiduciary duties of the corporation, notions like consumer sovereignty, customer service and relationship building are just corrosive myths that seduce us into quiescence, whilst furnishing big business with unprecedented power. Corporate Social Responsibility, the ultimate oxymoron, and its country cousin, Cause Related Marketing, are just means of currying favour amongst our political leaders and further extending corporate power.

So it is time to fight back. As individuals we have enormous internal strength; collectively we have, and can again, change the world (indeed marketing itself is a function of humankind’s capacity to cooperate to overcome difficulties and way predates its co-option by corporations). From the purpose and resilience Steinbeck’s sharecroppers (‘we’re the people – we go on’), through Eisenhower’s ‘alert and knowledgeable citizenry’ to Arundhati Roy’s timely reminder about the wisdom of indigenous people ‘are not relics of the past, but the guides to our future’, there are lots of reasons for optimism. If these talents and strengths can be combined with serious moves to contain the corporate sector, it is possible to rethink our economic and social priorities. The book ends with a call to do just this.

This compelling and accessible book will be of interest across the social sciences and humanities – and indeed to anyone who has concerns about the current state of consumer society. It will also be particularly useful reading for those marketing students who'd prefer a critical perspective to the standard ritualization of their discipline.

Reviews

‘Gerard Hastings’ masterful and ground breaking treatise on marketing is nothing short of a map out of the desert leading us all to JHis challenge to the consumptive nature of the developed world and the unveiling of the "big lie", that the global corporate culture is working on the behalf of society, is nothing short of liberating…expect to be challenged…expect to be warned…then, expect to become hopeful…his prescription for healing is even more powerful than his diagnosis.’

James H. Lindenberger, Director, Social Marketing Group, University of South Florida, USA

‘The cowboy and robber economy is back. There are even business schools that teach students that the sole mission of business is to maximize shareholder value. Finance is everything. Branding, however hollow, is everything. In contrast the new marketing theory of the 3rd millennium puts stress on customer service and value-in-use which is in line with Gerard Hasting's thinking. He has written a daring book. He calls a spade a spade, totally contrary to what advertising and other marketing does. So the convention...