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Motivations for Development • Lack of Relevant Materials • Desire to Forward Subject Materials • Passion for the Subject The Book Three Themes • Theme 1:Understanding Experience & The Consumer (Chapters 2-4) – Defining the Experience http://youtu.be/O8B1ZNv9m4s (Thompson) http://youtu.be/ekpBrywvRpo (M&S) However http://youtu.be/-F4t8zL6F0c (Social Marketing) – Perspectives of Marketing – Consumer Resources & THEF Experiences Theme 2:The Consumer as Individual (Chapters 5-8) – Consumption & The Consumer – Habitus, Distinction & Cultural Capital http://youtu.be/-o7X1hJwBJA (Saga) – Interpreting Marketing – The Semiotics of Experience http://youtu.be/gQGMuxJ0vCc http://youtu.be/dxQgcTNiq-g Theme 3: The Marketer as Moral Guardian (Chapters 9-10) – Ethics, Sustainability & The Green Consumer – http://youtu.be/aMfSGt6rHos – Greenwashing http://youtu.be/Ei6JvK0W60I http://youtu.be/odI7pQFyjso – A Manifesto for THEF Marketing • Marketing is a social and cultural activity • Critical to understand the relationship between product & consumer • Marketing is a multi-disciplinary subject • Consumer is an individual & will interpret the world as an individual • The concept of the 'Sovereign Consumer' should no longer be used to mitigate the excess of marketing & the Market