The Ambiguity Incorporated into Marketing Activity

From the beginning, marketing has been a convertor of social value systems. In this article, we investigate this feature of marketing. First we look back upon the appearance of Consumption Society. In 1920's Western countries were coverd with this new mode of consumption. At the same time, new-style sales activities came into existence. They were generically called marketing. Next, we attempt to grasp the relationship between these two simultaneous events. Marketing has a double relation to consumption. The principle of the marketing is paradoxical. Marketing is the activities that create objects to which the very activity should adapt.

論説 (Article)