Freund, James and Jacobi, Erik S (2016) 'Mystify me: Coke, terror and the symbolic immortality boost.' Marketing Theory, 16 (3). pp. 417-422. ISSN 1470-5931

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Abstract

<jats:p> A panel on “Marketing as Mystification” convened at the 2011 Academy of Marketing conference in Liverpool. Ideas from the Liverpool event were supplemented by commentaries from selected other authors. Each commentary explores the aspects of “mystification” observable in marketing discourses and practices. In what follows, Laufer interprets marketing mystification as modern form of sophism, Dholakia and Firat discuss mystifying ways that inequality is marketed, Varman analyzes the perversion and mystification of “development” via neoliberal marketing of “social entrepreneurship,” Mikkonen explores mystifying marketing representations of gays and lesbians, and Freund and Jacobi present a fascinating interpretation of how Coca-Cola advertising mystically reassures us that our difficult, dangerous lifeworld is actually quite hunky-dory. </jats:p>

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD58.7 Organizational behavior, change and effectiveness. Corporate culture
Divisions:	Faculty of Social Sciences Faculty of Social Sciences > Essex Business School
SWORD Depositor:	Elements
Depositing User:	Elements
Date Deposited:	18 Nov 2016 09:55
Last Modified:	06 Jan 2022 14:41
URI:	http://repository.essex.ac.uk/id/eprint/18021

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