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Marketing through Literary Criticism: An introspective Perspective to Consumer culture Dr. Niva Bhandari The marketing debate between art and science gives way to grey zones. We turn to Stephen Brown’s formula of ‘Consumer Introspection,’ an outcome of literary insight and expression. Organization may significantly realize marketing nuggets from literature, and employ symbolism and create objects that stimulate desire, resultantly, customer-centricity gives way to self-absorption and narcissism, and amplified messages are replaced by silence. World is like an absurd theatre; and the idea of employing relentless persuasion to keep customers happy is replaced by the reverse logic, thus promoting alienation and isolation. Insecurity about losing customers and the paranoia leading to perpetual escalation of ad budgets and fulsome communication takes backstage to silence, pauses, and static situations that are pleasantly devoid of stressful and adrenalin-filled hyperactive zones that many marketing departments today are. Transforming the marketing-thinking and influencing practitioners to take the scholarly route of learning from literature maybe no panacea, but constitutes a remedy nonetheless in our attempts at resolving the marketing discipline’s midlifecrises. Keywords: Post-modern Marketing, Consumer Culture, Consumer Introspection, Transformational marketing. ___________________ Assistant Professor, Business Communications, Jaipuria Institute of Management, Noida, Uttar Pradesh, India. Email: [email protected]