Anthropology Marketing

"Die Märkte befinden sich in ständigem Wandel. Auch das klassische Marketing, so wie wir es heute kennen, hat ausgedient. Das Strategiebuch des Autorenteams um Marketing-Experte Philip Kotler zeigt, wie das Sense-and-Response-Marketing der Zukunft funktioniert.

The intensification of marketing activities in recent years has led the public to become much more aware of its role as consumers. Yet, the increased visibility of marketing materials and associated messages in everyday life is in contrast with the often little understood inner workings of the marketing profession itself, despite the widespread recognition of marketers as key agents in shaping the face of global capitalism.

"It is hard for me to praise this book sufficiently… It is a major contribution to the field of Oaxacan/Mexican studies, as well as economic anthropology and the study of tourism and crafts." Arthur Murphy, Georgia State University, coauthor of Social Inequality in Oaxaca: A History of Resistance and Change