on 15 October 2012
Hastings' quote from Citizen Kane: `making money is easy if all you have to do is make money' - is the warped logic that protest groups trying to stop Tesco closing down their high street are trying to highlight.
This book empahsises that `Marketing' isn't inherently amoral. Marketers aren't `bad people'. Hastings rightly pins the blame on a system of trade that places a legal imperative on firms to maximise shareholder value, thereby compelling markets to behave in ways that might make sense for the marketer and the customer when a sale is made, but which when added up over time do all sorts of damage in the wider world. This is why we need a clear mind when listening to Tesco defending their latest power grab: `our decisions are driven by our customers; we listen to our customers and respond to their needs'. Frankly, the self-interest of customers is not much of an ethical standard.
Disagree? Read this book - and make your own mind up.
on 10 October 2012
One one of the most thought-provoking books on this subject. The author is perhaps the best qualified to write on this subject (he has worked in both the commercial and the public marketing sector) and has been at the forefront of critical thinking on the issues he write about. The message in the book will be unwelcomed by some (those that can't see the obvious problems described, those that can't or won't face up to unpalatable truths, those with a vested interests etc). The paradox is, the author is a marketer by profession; it obviously pains him to point out the failings of his trade. But what he says has needed to be said and he makes his points very powerfully. This book should be read and acted upon by public health sympathisers and policy makers.
on 11 October 2012
A brave, compelling and important book shedding light on the darker side of marketing. It frankly and eloquently debunks corporate communication strategies, and is likely to make enemies of those driven by shareholder returns and enmeshed in a system shown to be flawed. Rather than simply attacking the realities of consumer capitalism, the author challenges and empowers citizens. It reminds us that we are more than consumers in society and inspires radical action. Not one to be dismissed.