by Víctor Manuel Molero Ayala · ESIC Editorial · tapa blanda · ISBN 9788473564557
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«Generación Marketing: La sociedad entre la codicia y la indolencia» is the essay by Víctor Manuel Molero Ayala, published by ESIC Editorial in paperback.
The work analyses the role of marketing in today's society: it criticises the contradiction between a citizenry that is demanding as consumers and complacent as educators, and argues that the logic of consumption invades education and civic participation. It proposes rethinking the idea of consumption, limiting the hegemony of the economic and promoting solidarity against greed.
First edition published in 2006 in the Libros profesionales de empresa collection. Includes a prologue by Federico Mayor Zaragoza.
Recommended for marketing professionals, university and postgraduate students, educators and readers interested in the sociology of consumption and values education.
