Marketing, development, and the question of meaning: Why the spreading of marketing practices does not necessarily contribute to global peace and prosperity and social creativity

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Originally developed as a sales technique, marketing ended up playing an economic and political role globally. With the advent of globalization and sustainability issues, the importance given to the techniques of marketing in both analyses and in communication limits the possibility of mutual understanding and of social creativity. A profound understanding of what is at stake for society and culture is not what matters when the focus is on the ways to maintain the superficial link to the instrument of power.
The market plays a central role within the fields of marketing, economics and politics. Yet, questions of what the definition of the market is in these disciplines, and which premises can be considered as being the most fundamental ones in the marketing field, are ones that need answering. Attention is needed on why concepts such as legitimacy, desire, and sacred are fundamental ones for an understanding of evolving challenges.

An interdisciplinary approach can help reconstruct the outdated economic foundation of marketing, thereby ensuring that marketing does not undermine and counteract democracy. This the paper intends to help us to not only understand the historical legacy but also to be more attentive to market changes and social challenges of our times.
Original languageEnglish
Article number3
JournalMarkets, Globalization & Development Review (MGDR)
Issue number4
Number of pages43
Publication statusPublished - 2022

Bibliographical note

It was my intention to provide the readers of the open access ISMD’s Markets, Globalization & Development Review with a text that can be used in seminars and courses to be discussed in the same way that I have been used to do with many of the great contributors to ISMD through the years. MGDR is an “open access online journal exploring the intersections and interstices of markets, globalization and development from interdisciplinary lenses". I believe such an exploration has to be broad and deep at the same time and thus calls for precise references to issues and perspectives that cannot only be alluded to through the quoting of papers in such a way that the authors shows that he has read them or wants to enhance the quotation index of their colleagues. The references and quotes in this text are brought to support the argumentation and the discussion in the same way I have been used to expect participants in seminars to be prepared to.


  • Social creativity
  • Crisis
  • Political economy
  • Marketing
  • Management
  • Globalization
  • Ideology
  • peace-building
  • Market
  • Advertising
  • Modernity
  • Ethics
  • Power
  • Sophism
  • Culture
  • Persuasion
  • Opinion
  • Needs
  • Values
  • Legitimacy
  • Sociology
  • Social Psychology
  • Technique
  • Transdiciplinarity
  • Lifestyles


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