This book investigates the pervasive influence of marketing practices on contemporary social, cultural, and economic structures. Authors Detlev Zwick and Julien Cayla assemble a collection of insights from prominent scholars and industry practitioners to examine how marketing functions beyond simple commercial exchange. The text argues that marketing has evolved into a primary force that shapes identity, social values, and the organization of modern life.

Experts recognize this work as a significant contribution to the critical study of marketing and consumer culture. Readers frequently note the academic density of the prose, which is intended for students and researchers interested in the sociological implications of business practices.