1st Edition
Philosophy of Marketing The New Realist Approach
Part 1. Antirealism and Its Consequences 1. What Went Wrong With Reality 2. The Postmodernist Challenge to Realism 3. The Legacy and Consequences of Postmodernist Thought Part 2. The Significance of Realism 4. The Persisting Relevance of Reality 5. Marketing, Management, and the Return of Reality
Biography
Matteo Giannasi is Adjunct Professor of Philosophy, Critical Thinking, Cultural Heritage and Tourism Supply, and Cultural Policies, at Ca’ Foscari University Venice, Italy. He is also education and audience development consultant for cultural institutions.
Francesco Casarin is Full Professor of Marketing and director of the Management of Arts and Culture Lab, Department of Management, Ca’ Foscari University Venice, Italy.
"Marketing has often been considered as an art of illusion. In the era of post-truth, and with a solid managerial and philosophical approach, this radically innovative book teaches us how to rethink marketing while respecting reality, and provides us with new conceptual tools" Maurizio Ferraris, Full Professor of Philosophy, University of Turin, Italy
"Philosophy once again shows its face where many philosophers are unable or unwilling to look for it: in this case, marketing. Through an extended meditation on the rise of contemporary realism, the authors offer a thorough critique of existing approaches to marketing, and give us a resounding case for the relevance of new realism in their field. You will be astonished, just as I was." Graham Harman, Southern California Institute of Architecture, USA
"Giannasi and Casarin’s book is indeed conceptually rich as well as challenging. They question several current marketing approaches such as experiential marketing, consumer culture theory, relationship marketing and service-dominant logic." Nicholas J.C. Santos, Creighton University, Omaha, Nebraska
