Skip to main content
SpringerLink
Log in
Book cover

Marketization pp 3–20Cite as

Marketization: Exploring the Geographic Expansion of Market Ideology

  • Chapter
  • First Online:

Abstract

In this chapter, we define marketization as the promotion of market ideologies and the expansion of the market into areas traditionally beyond its purview. We track its intellectual roots to the writings of Adam Smith, linking these with the concepts of American Exceptionalism and Manifest Destiny. The narrative continues via the scholarly outpourings of the German Historical School (GHS) whose work counterpointed Smith’s opinion that markets were the most efficient mechanisms for distribution. By contrast, the GHS stressed the role of state intervention in the market. We subsequently examine the economic, cultural and geopolitical turbulence between 1930 and 1970, engaging with the Cold War climate and the articulation of Modernization Theory. Reference is also made to the promotion of social marketing and its connections to structural adjustment programmes. This leads us to scrutinize the enrolment of human beings as cogs in ongoing neoliberal expansion. Finally, we explore the question of how we arrived at the point where people have become products, engaging with issues of subjectivity, self-discipline and Erich Fromm’s interpretation of a “marketing orientation”. The processes of marketization, we conclude, now reach into everyday life. Even so, there are limits to marketization, as the anti-capitalist and “prepper” movements serve to underline.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD   109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

References

  • Arnould, Eric. 2007. Should Consumer Citizens Escape the Market?. The Annals of the American Academy of Political and Social Science 611 (1): 96–111.

    Article  Google Scholar 

  • Bandinelli, Carolina, and Adam Arvidsson. 2012. Brand Yourself a Changemaker. Journal of Macromarketing 33 (1): 67–71.

    Article  Google Scholar 

  • Bauer, Raymond A. 1958. Our Big Advantage: The Social Sciences. Harvard Business Review 36 (3): 125–136.

    Google Scholar 

  • Belk, Russell. 2010. The Naomi Klein Brand. Women’s Studies Quarterly 38 (3/4): 293–298.

    Article  Google Scholar 

  • Bellamy, Edward. 1888/1996. Looking Backward. New York: Dover.

    Google Scholar 

  • Boulding, Kenneth E. 1959. Symbols for Capitalism. Harvard Business Review 37 (1): 41–48.

    Google Scholar 

  • Brems, Cara, Martina Temmerman, Todd Graham, and Marcel Broersma. 2017. Personal Branding on Twitter. Digital Journalism 5 (4): 443–459.

    Article  Google Scholar 

  • Brockman, Johanna. 2013. Neoliberalism. Contexts 12 (3): 14–15.

    Article  Google Scholar 

  • Campbell, Norah, Gary Sinclair, and Sarah Browne. (in press). Preparing for a World Without Markets: Legitimising Strategies of Preppers. Journal of Marketing Management. Available https://www.tandfonline.com/doi/full/10.1080/0267257X.2019.1631875. Accessed 27 July 2019.

  • Chatzidakis, Andreas, Pauline Maclaran, and Alan Bradshaw. 2012. Heterotopian Space and the Utopics of Ethical and Green Consumption. Journal of Marketing Management 28 (3–4): 494–515.

    Article  Google Scholar 

  • Coles, Roberta L. 2002. Manifest Destiny Adapted for 1990’s War Discourse: Mission and Destiny Intertwined. Sociology of Religion 64 (4): 403–426.

    Article  Google Scholar 

  • Daniels, Cynthia R., and Erin Heidt-Forsythe. 2012. Gendered Eugenics and the Problematic of Free Market Reproductive Technologies: Sperm and Egg Donation in the United States. Signs 37 (3): 719–747.

    Article  Google Scholar 

  • David, Donald K. 1949. Business Responsibilities in an Uncertain World. Harvard Business Review 27 (3): 1–8.

    Google Scholar 

  • Denegri-Knott, Janice, Terrence H. Witkowski, and Gina Pipoli. 2012. Marketeando: Domesticating Marketing Education the “Peruvian way”. Journal of Macromarketing 33 (1): 41–57.

    Article  Google Scholar 

  • Dholakia, Ruby R. 1984. A Macromarketing Perspective on Social Marketing: The Case of Family Planning in India. Journal of Macromarketing 4 (1): 53–61.

    Article  Google Scholar 

  • Diversi, Marcelo. 2006. Street Kids in Nikes: In Search of Humanization Through the Culture of Consumption. Cultural Studies ⇔ Critical Methodologies 6 (3): 370–390.

    Google Scholar 

  • Djelic, Marie-Laure. 2006. Marketization: From Intellectual Agenda to Global Policy Making. In Transnational Governance: Institutional Dynamics of Regulation, eds. Marie-Laure Djelic and Kerstin Sahin-Andersson, 53–73. Cambridge: Cambridge University Press.

    Chapter  Google Scholar 

  • Drucker, Peter F. 1958. Marketing and Economic Development. Journal of Marketing 22 (3): 252–259.

    Article  Google Scholar 

  • Duffy, Brooke Erin, and Emily Hund. 2015. “Having it All” on Social Media: Entrepreneurial Femininity and Self-Branding Among Fashion Bloggers. Social Media + Society. Available https://journals.sagepub.com/doi/pdf/10.1177/2056305115604337.

  • Duffy, Brooke Erin, and Jefferson D. Pooley. 2017. “Facebook for Academics”: The Convergence of Self-Branding and Social Media Logic on Academia.edu. Social Media+Society. Available https://journals.sagepub.com/doi/full/10.1177/2056305117696523.

  • Eckhardt, Giana M., Russell W. Belk, and Jonathan A. Wilson. 2014. The Rise of Inconspicuous Consumption. Journal of Marketing Management 31 (7–8): 807–826.

    Google Scholar 

  • Engerman, David C., and Corinna R. Unger. 2009. Introduction: Towards a Global History of Modernization. Diplomatic History 33 (3): 375–385.

    Article  Google Scholar 

  • Engwall, Lars. 2004. The Americanization of Nordic Management Education. Journal of Management Inquiry 13 (2): 109–117.

    Article  Google Scholar 

  • Fairclough, Norman. 1993. Critical Discourse Analysis and the Marketization of Public Discourse: The Universities. Discourse & Society 4 (2): 133–168.

    Article  Google Scholar 

  • Ferkiss, Victor C. 1962. Political and Intellectual Origins of American Radicalism, Right and Left. The Annals of the American Academy of Political and Social Science 344 (1): 1–12.

    Article  Google Scholar 

  • Fırat, A.Fuat. 2018. Violence In/By the Market. Journal of Marketing Management 34 (11–12): 1015–1022.

    Article  Google Scholar 

  • Fromm, Erich. (1947/2003), Man for Himself, London: Routledge.

    Google Scholar 

  • Galbraith, John K. 1970. Economics in the Industrial State: Science and Sedative Economics as a System of Belief. American Economic Review 60 (2): 469–478.

    Google Scholar 

  • Gandini, Alessandro. 2015. Digital Work: Self-Branding and Social Capital in the Freelance Knowledge Economy. Marketing Theory 16 (1): 123–141.

    Article  Google Scholar 

  • Ger, Güliz. 1997. Human Development and Humane Consumption: Well-Being Beyond the “Good Life. Journal of Public Policy & Marketing 16 (1): 110–125.

    Article  Google Scholar 

  • Ger, Güliz, and Russell W. Belk. 1999. Accounting for Materialism in Four Cultures. Journal of Material Culture 4 (2): 183–204.

    Article  Google Scholar 

  • Goldstein, Carolyn M. 2012. Creating Consumers: Home Economists in Twentieth-Century America. Chapel Hill: The University of North Carolina Press.

    Book  Google Scholar 

  • Glickman, Lawrence B. 2001. The Strike in the Temple of Consumption: Consumer Activism and Twentieth-Century American Political Culture. Journal of American History 88 (1): 99–128.

    Article  Google Scholar 

  • Hagler, John A. 1961. American Marketers Abroad. In Managing America’s Economic Explosion, ed. Daniel H. Fenn, 131–137. New York: McGraw-Hill.

    Google Scholar 

  • Hanser, Amy. 2003. Made in the PRC: Consumers in China. Contexts 3 (1): 13–19.

    Article  Google Scholar 

  • Hanser, Amy. 2005. The Gendered Rice Bowl: The Sexual Politics of Service Work in Urban China. Gender & Society 19 (5): 581–600.

    Article  Google Scholar 

  • Hanser, Amy. 2007. Is the Customer Always Right? Class, Service and the Production of Distinction in Chinese Department Stores. Theory & Society 36: 415–435.

    Article  Google Scholar 

  • Hanser, Amy. 2010. Uncertainty and the Problem of Value: Consumers, Culture and Inequality in Urban China. Journal of Consumer Culture 10 (3): 307–332.

    Article  Google Scholar 

  • Harvey, David. 2007. Neoliberalism as Creative Destruction. Annals of the American Academy of Political and Social Scientist 610 (1): 22–44.

    Google Scholar 

  • Hill, Ronald P. 2001. Surviving in a Material World: Evidence from Ethnographic Consumer Research on People in Poverty. Journal of Contemporary Ethnography 30 (4): 364–391.

    Article  Google Scholar 

  • Hill, Ronald P. 2016. Poverty as We Never Knew It: THE Source of Vulnerability for Most of Humankind. Journal of Marketing Management 32 (3–4): 365–370.

    Article  Google Scholar 

  • Hill, Ronald P., and Deborah L. Stephens. 1997. Impoverished Consumers and Consumer Behavior: The Case of ADFC Mothers. Journal of Macromarketing 17 (Fall): 32–48.

    Article  Google Scholar 

  • Hochschild, Arlie. 2011. Emotional Life on the Market Frontier. Annual Review of Sociology 37 (1): 21–33.

    Article  Google Scholar 

  • Hochschild, Arlie. 2012. The Outsourced Self: Intimate Life in Market Times. New York: Metropolitan Books.

    Google Scholar 

  • Jeffreys, Shelia. 1999. Globalizing Sexual Exploitation: Sex Tourism and the Traffic in Women. Leisure Studies 18 (3): 179–196.

    Article  Google Scholar 

  • Jeffreys, Shelia. 2003. Sex Tourism: Do Women Do It Too?. Leisure Studies 22 (3): 223–238.

    Article  Google Scholar 

  • Jones, David G.B., and Mark Tadajewski. 2018. Foundations of Marketing Thought: The Influence of the German Historical School. London: Routledge.

    Google Scholar 

  • Keith, Robert J. 1960. The Marketing Revolution. Journal of Marketing 24 (3): 35–38.

    Article  Google Scholar 

  • Khamis, Susie, Lawrence Ang, and Raymond Welling. 2017. Self-branding, ‘Micro-celebrity’ and the Rise of Social Media Influencers. Celebrity Studies 8 (2): 191–208.

    Article  Google Scholar 

  • Khare, Apoorv, and Rohit Varman. 2016. Kafkaesque Institutions at the Base of the Pyramid. Journal of Marketing Management 32 (17–18): 1619–1646.

    Article  Google Scholar 

  • Kieser, Alfred. 2004. The Americanization of Academic Management in Germany. Journal of Management Inquiry 13 (2): 90–97.

    Article  Google Scholar 

  • Kinley, David. 1949. The Autobiography of David Kinley. Urbana: University of Illinois Press.

    Google Scholar 

  • Kipping, Matthias, Behül Usdiken, and Núria Puig. 2004. Imitation, Tension, and Hybridization: Multiple “Americanizations” of Management Education in Mediterranean Europe. Journal of Management Inquiry 13 (2): 98–108.

    Article  Google Scholar 

  • Knox, James S. 1921. The Science and Art of Selling. New York: The Gregg Publishing Company.

    Google Scholar 

  • Korcynski, Marek, and Ursula Ott. 2005. Sales Work Under Marketization: The Social Relations of the Cash Nexus. Organization Studies 26 (5): 707–728.

    Article  Google Scholar 

  • Kozinets, Robert, Anthony Patterson, and Rachel Ashman. 2017. Networks of Desire: How Technology Increases our Passion to Consume. Journal of Consumer Research 43 (5): 659–682.

    Google Scholar 

  • Kroen, Sheryl. 2004. A Political History of the Consumer. The Historical Journal 47 (3): 709–736.

    Article  Google Scholar 

  • Kuehn, Kathleen M. 2016. Branding the Self on Yelp: Consumer Reviewing as Image Entrepreneurship. Social Media+Society. Available https://journals.sagepub.com/doi/full/10.1177/2056305116678895.

  • Kyrk, Hazel. 1923. A Theory of Consumption. Boston: Houghton Mifflin Company.

    Google Scholar 

  • Lairs, Daniel J., Katie Sullivan, and George Cheney. 2005. Marketization and the Recasting of the Professional Self: The Rhetoric and Ethics of Personal Branding. Management Communication Quarterly 18 (3): 307–343.

    Article  Google Scholar 

  • Lane, Sandra D. 1997. Television Minidramas: Social Marketing and Evaluation in Egypt. Medical Anthropology Quarterly 11 (2): 164–182.

    Article  Google Scholar 

  • Lawson, Thomas W. 1905. Frenzied Finance. New York: The Ridgeway-Thayer Company.

    Google Scholar 

  • Lears, T. Jackson. 1983. From Salvation to Self-Realization: Advertising and the Therapeutic Roots of the Consumer Culture, 1880–1930. In The Culture of Consumption: Critical Essays in American History 1880–1980, eds. Richard Wightman Fox and T. Jackson Lears, New York: Pantheon Books, 3–38.

    Google Scholar 

  • Leighton, David S.R. 1966. International Marketing: Texts and Cases. New York: McGraw-Hill.

    Book  Google Scholar 

  • Luthra, Rashmi. 1991. Contraceptive Social Marketing in the Third World: A Case of Multiple Transfer. International Communication Gazette 47 (3): 159–176.

    Article  Google Scholar 

  • Madsen, Deborah L. 1998. American Exceptionalism. Edinburgh: University of Edinburgh Press.

    Google Scholar 

  • Maier, Charles S. 1977. The Politics of Productivity: Foundations of American International Policy After World War II. International Organization 31 (4): 607–633.

    Article  Google Scholar 

  • McCarthy, Thomas A. 2007. From Modernism to Messianism: Liberal Developmentalism and American Exceptionalism. Constellations 14 (1): 3–30.

    Article  Google Scholar 

  • Mitchell, Wesley C. 1912. The Backward Art of Spending Money. The American Economic Review 2 (2): 269–281.

    Google Scholar 

  • Montgomery, Heather. 2008. Buying Innocence: Child-sex Tourists in Thailand. Third World Quarterly 29 (5): 903–917.

    Article  Google Scholar 

  • Moniruzzaman, Monir. 2012. “Living Cadavers” in Bangladesh: Bioviolence in the Human Organ Bazaar. Medical Anthropology Quarterly 26 (1): 69–91.

    Article  Google Scholar 

  • Nolan, Henry C. 1965. The Need for Marketing Productivity Measurement in a Dynamic Economic System. In Productivity in Marketing: Papers of the Theodore N. Beckman Symposium on Marketing Productivity, ed. James L. Hackett, 25–31. Ohio: College of Commerce and Administration, The Ohio State University.

    Google Scholar 

  • O’Connell Davidson, Julia. 2004. ‘Child Sex Tourism’: An Anomalous Form of Movement?. Journal of Contemporary European Studies 12 (1): 31–46.

    Article  Google Scholar 

  • Pande, Amrita. 2010. Commercial Surrogacy in India: Manufacturing a Perfect Mother-Worker. Signs 35 (4): 969–992.

    Article  Google Scholar 

  • Peters, Tom. 1997. The Brand Called You. Available https://www.fastcompany.com/28905/brand-called-you.

  • Pfeiffer, James. 2004. Condom Social Marketing, Pentecostalism, and Structural Adjustment in Mozambique: A Clash of AIDS Prevention Messages. Medical Anthropology Quarterly 18 (1): 77–103.

    Article  Google Scholar 

  • Pooley, Jeff. 2010. The Consuming Self: From Flappers to Facebook. In Blowing Up the Brand: Critical Perspectives on Promotional Culture, ed. Melissa Aronczyk and Devon Powers, 72–89. New York: Peter Lang.

    Google Scholar 

  • Presser, Harriet B. 2004. The Economy that Never Sleeps. Contexts 3 (2): 42–49.

    Article  Google Scholar 

  • Riesman, David. 1950. The Lonely Crowd: A Study of the Changing American Character. New York: Doubleday.

    Google Scholar 

  • Rostow, Walt W. 1965. The Concept of the National Market and Its Economic Growth Implications. In Marketing and Economic Development, ed. Peter D. Bennett, 11–20. Chicago: American Marketing Association.

    Google Scholar 

  • Rostow, Walt W. 1971. The Stages of Economic Growth: A Non-Communist Manifesto, 2nd ed. London: Cambridge University Press.

    Google Scholar 

  • Rudrappa, Sharmila. 2012. India’s Reproductive Assembly Line. Contexts 11 (2): 22–27.

    Article  Google Scholar 

  • Sandıkcı, Őzlem, and Ahmet Ekici. 2009. Politically Motivated Brand Rejection. Journal of Business Research 62 (2): 208–217.

    Article  Google Scholar 

  • Scheper-Hughes, Nancy. 2004. Parts Unknown: Undercover Ethnography of the Organs-Trafficking Underworld. Ethnography 5 (1): 29–73.

    Article  Google Scholar 

  • Shepherd, Ifan D.H. 2005. From Cattle and Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding. Journal of Marketing Management 21 (5–6): 589–606.

    Article  Google Scholar 

  • Smith, Katherine T., and Teresa Betts. 2015. Your Company May Unwittingly be Conducting Business With Human Traffickers: How Can You Prevent This?. Business Horizons 58 (2): 225–234.

    Article  Google Scholar 

  • Snow, Nancy. 2008. International Exchanges and the U.S. Image. The Annals of the American Academy of Political and Social Science 616 (1): 198–221.

    Article  Google Scholar 

  • Sobh, Rana, Russell Belk, and Justin Gressel. 2014. Mimicry and Modernity in the Middle East: Fashion Invisibility and Young Women in the Arab Gulf. Consumption Markets & Culture 17 (4): 392–412.

    Article  Google Scholar 

  • Strauss, Samuel. 1924, November. Things are in the Saddle. The Atlantic Monthly, 577–588.

    Google Scholar 

  • Street, Alice. 2015. Food as Pharma: Marketing Nutraceuticals to India’s Rural Poor. Critical Public Health 25 (3): 361–372.

    Article  Google Scholar 

  • Sturdivant, Frederick D. 1968. Better Deal for Ghetto Shoppers. Harvard Business Review 46 (2): 130–139.

    Google Scholar 

  • Susman, Warren I. 1979. “Personality” and the Making of Twentieth-Century Culture. In New Directions in American Intellectual History, ed. John Higham and Paul K. Conkin, 212–226. Baltimore: The Johns Hopkins University Press.

    Google Scholar 

  • Tadajewski, Mark. 2006. The Ordering of Marketing Theory: The Influence of McCarthyism and the Cold War. Marketing Theory 6 (2): 163–199.

    Article  Google Scholar 

  • Tadajewski, Mark. 2009. Competition, Cooperation and Open Price Associations: Relationship Marketing and Arthur Jerome Eddy (1859–1920). Journal of Historical Research in Marketing 1 (1): 122–143.

    Article  Google Scholar 

  • Tadajewski, Mark. 2010. Reading “The Marketing Revolution” Through the Prism of the FBI. Journal of Marketing Management 26 (1–2): 90–107.

    Article  Google Scholar 

  • Tadajewski, Mark. 2013. Promoting the Consumer Society: Ernest Dichter, the Cold War and FBI. Journal of Historical Research in Marketing 5 (2): 192–211.

    Article  Google Scholar 

  • Tadajewski, Mark, Jessica Chelekis, Benet DeBerry-Spence, Bernardo Figueirdo, Olga Kravets, Krittinee Nuttavuthisit, Lisa Peñaloza, and Johanna Moisander. 2014. The Discourses of Marketing and Development: Towards ‘Critical Transformative Marketing Research’. Journal of Marketing Management 30 (17–18): 1728–1771.

    Article  Google Scholar 

  • Tadajewski, Mark, and Brian D.G. Jones. 2016. Hyper-power, the Marketing Concept and the Consumer as ‘Boss’. Marketing Theory 16 (4): 513–531.

    Article  Google Scholar 

  • Tiratsoo, Nick. 2004. The “Americanization” of Management Education in Britain. Journal of Management Inquiry 13 (2): 118–126.

    Article  Google Scholar 

  • Vallas, Steven P., and Emily R. Cummins. 2015. Personal Branding and Identity Norms in the Popular Business Press: Enterprise Culture in an Age of Precarity. Organization Studies 36 (3): 293–319.

    Article  Google Scholar 

  • Veblen, Thorstein. 1899/1994. The Theory of the Leisure Class. New York: Dover.

    Google Scholar 

  • Veblen, Thorstein. 1921/2006. The Engineers and the Price System. New York: Cosimo.

    Google Scholar 

  • Veblen, Thorstein. 1923/2009. Absentee Ownership: Business Enterprise in Recent Times: The Case of America. New Brunswick: Transaction Publishers.

    Google Scholar 

  • Whitmer, Jennifer M. 2019. You Are Your Brand: Self-Branding and the Marketization of Self. Sociology Compass. Available https://onlinelibrary.wiley.com/doi/abs/10.1111/soc4.12662.

  • Wills, Gordon. 1982. Public Advices to Management Educators: 1960/1980. Management Decision 20 (3): 46–61.

    Article  Google Scholar 

  • Wilkins, Mira. 1966. The Businessman Abroad. The Annals of the American Academy of Political and Social Science 368 (1): 83–94.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of York, York, UK

    Mark Tadajewski

  2. Royal Holloway, University of London, Egham, UK

    Mark Tadajewski

Authors
  1. Mark Tadajewski
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Mark Tadajewski .

Editor information

Editors and Affiliations

  1. Marketing Department, XLRI—Xavier School of Management, Jamshedpur, Jharkhand, India

    Himadri Roy Chaudhuri

  2. Marketing Department, Schulich School of Business, York University, Toronto, ON, Canada

    Russell W. Belk

Rights and permissions

Reprints and permissions

Copyright information

© 2020 Springer Nature Singapore Pte Ltd.

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Tadajewski, M. (2020). Marketization: Exploring the Geographic Expansion of Market Ideology. In: Roy Chaudhuri, H., Belk, R. (eds) Marketization. Springer, Singapore. https://doi.org/10.1007/978-981-15-4514-6_1

Download citation

Publish with us

Policies and ethics

Search

Navigation