Market-ed-it - Market-ed-it
TLDR; This is an effort at understanding the depths of marketing and non-marketing concepts and connecting the former with other sociological fields and constructs like culture, identities, morality, and scientific areas like mathematics, psychology, and other disciplines.
Marketing has long stayed in a silo. And there has been even more fragmentation within the marketing community into further silos. Specialization, as it is called, is necessary. But specialization that is built on denying connections and exchanges between these silos is not exactly the right picture of how it works.
I will tell you. Though I will confess that I am not very sure of it myself. However, it started with Georg Lukács. Though not exactly with him. It actually started with Edward Said whose book ‘Culture and Imperialism’ introduced me to to the idea of ‘reification’. The concept of reification and its implication felt like a revelation then. They feel like a shock now.
Lukács was writing around 1923 about the economic and class struggles in society. He introduced the concept of reification in one of these essays where he pointed out, (following is my interpretation) that in industrial and capitalistic societies, human identities and relations are stripped away and imposed on commodities that those humans produce. These artifacts or commodities are then considered independent from the human that created them. Lukács wrote that this commodity form,
