Unboxing Marketing

Creating value for consumers, firms, and society

Benjamin Hartmann, Jacob Ostberg, Anders Parment, Cecilia Solér

• Publisher: Studentlitteratur
• Year: 2025
• Edition: 0
• eBook ISBN:
  9789144197036
• Topic: Business
• Subtopic: Business General
• Index: Business

How can marketing create value for consumers, firms, and society? What are the major societal trends that shape contemporary marketing? How and why has marketing become so influential that consumption now defines our en-tire culture? How can marketing practices contribute to shape society in a more positive way? These are examples of questions that are discussed and answered in this book.Unboxing Marketing problematizes and enriches marketing as it is taught in introductory courses. To do this, the au-thors use the metaphor of unboxing, which means to unwrap marketing like it was delivered in a closed box created by traditional marketing textbooks. The book builds on the latest scientific research to first unbox some of the major forces affecting society and market-ing today, such as globalization, sustainabilization, and polarization. Then the unboxing moves on to how markets are made and remade, the role that value plays, and how contemporary consumer culture operates. Finally, the areas of marketing strategy, marketing research, and marketing in the digital era are unboxed.

Table of contents

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• Introduction
• Unboxing Society
• Globalization
• Sustainabilization
• Polarization
• Unboxing the Credo of Marketing
• Making markets
• Marketing value
• Consumer culture and the language of consumption
• Unboxing Marketing Strategy
• The Rise and fall (?) of the 4Ps
• Marketing research
• Marketing in the digital era
• Epilogue
• Image sources
• References
• Index