Finanzkapitaland consumers: how financialization shaped twentieth century marketing

  • Nikhilesh Dholakia
  • Journal of Historical Research in Marketing, August 2012, Emerald
  • DOI: 10.1108/17557501211252989

Financialization, or Finanzkapital, has shaped consumer behaviors for a long, long time

What is it about?

In Europe to some extent, but in America to a much greater extent, financialization has shaped marketing and retailing institutions and practices; and thus influenced consumer behaviors in significant ways. This paper examines such phenomena and papers from a critical perspective.

Why is it important?

Mark Tadajewski of Durham University in UK has been a reviewer, developer and impresario of critical marketing theory ideas in an extremely effective way. This paper is the result of Professor Tadajewski's efforts, in motivating the author, to look at the relationship between financialization and marketing.

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