Download Marketing Through Literary Criticism: An Introspective Perspective to Consumer Culture

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.
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Assistant Professor, Business Communications, Jaipuria Institute of Management, Noida, Uttar
Pradesh, India. Email: [email protected]