Marketing and American Consumer Culture

Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, USA. He has published more than seventy books on media, popular culture, humor, semiotics and tourism. He was a Fulbright lecturer in Italy in 1963 and has lectured in countries such as Iran, China, Indonesia, Germany, and Argentina. He was elected to the University of Iowa School of Journalism and Mass Communication Hall of Fame in 2009.

Introduction: Martians and Marketing.- Chapter1: The Semiotics of Marketing: Selling with Signs.- Chapter 2: A Psychoanalytic Approach to Marketing.- Chapter 3: Sociological Theory: The Group Sells.- Chapter 4: Marxism and Marketing.- Chapter 5: The Anthropology of Marketing.- Chapter 6: Marketing Memes: Antiquity and Modernity.- Chapter 7: Marketing the Self.- Chapter 8: Marketing Something: Advertising Cruise Tourism.- Chapter 9: Marketing the President: Political Marketing.- Chapter 10: Marketing to Millenials.- Chapter 11: Marketing and Social Media.- Chapter 12: Marketing Countries: Selling the USA.- Chapter 13: Marketing Theory.- Chapter 14: Ernest Dichter's The Strategy of Desire.- Coda: Marketing and Martians.