Marketing Graffiti

Rejecting the managerially-driven structures normally imposed on the subject, Marketing Graffiti explains marketing from the perspective of the pivotal figure in the process - the consumer. It shows the reader that they are active consumers and producers of marketing, and therefore already well-equipped to appreciate the rationale and practice behind the process. Closely examining a range of real products, businesses, technologies, information, services, ads, packaging and branding, Professor Saren deconstructs familiar images and environments to draw out the conceptual foundations of marketing from the real life scenarios we all experience everyday. By taking this reverse approach - letting the abstract concepts flow from the real world the reader already knows - Saren underscores the key marketing axiom that so many texts expound yet singularly fail to demonstrate in their approach.Outlines the essence of marketing by drawing on our everyday experiences to explain and illuminate key concepts.Offers an alternative to the concept-heavy, managerially-focused approaches of most marketing texts.Functions as a powerful introduction to marketing for students or newcomers, or a thought-provoking and challenging guide for experienced marketers.