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To understand more about what marketing is and does any introductory
marketing text will do. In the UK you might try Kotler, Armstrong,
Sauders and Wong, (2001), chapters 1 and 2, or Brassington and
Pettitt, (2000), chapter 1.
If you are ambitious and interested in understanding more about
consumption, including criticisms of marketing, you might try
reading Gabriel and Lang, (1995)
References
Brassington, F and Pettitt, S, (2000), Principles of Marketing,
Second Edition, Prentice Hall, Harlow
Hoffman ,D & Novak, T, (1996), ‘Marketing in Hypermedia
Computer-mediated Environments: Conceptual Foundations’,
Journal of Marketing, Vol 60(July), pp50-68
Gabriel, Y & Lang, T, (1995), The Unmanageable Consumer, Sage,
London
Kotler, P, Armstrong, G, Saunders, J and Wong, V, (2001), Principles
of Marketing: Third European Edition, Prentice Hall, Harlow
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