Call of the Mall/The Consumer Trap

Paco Underhill, a marketing enhancer, and Michael Dawson, a critic of the capitalistic marketing system, are working to achieve opposite goals, yet their books supplement each other in unexpected ways. Underhill, the founder of Envirosell, Inc., a global research and consulting firm, is an expert on consumer education whose clients have included the U.S. Postal Service and Wal-Mart. Dawson, a sociologist teaching at Portland State University, places himself in the tradition of Thorstein Veblen, who, is his Theory of the Leisure Class, held that “big business marketing was neither more nor less than a new embodiment of class coercion.”


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