Philosophy of Marketing The New Realist Approach 1st edition by Matteo Giannasi,Francesco Casarin 1000454649 9781000454642

1 Setting the Stage

2 Conflicting Paradigms and Philosophical Prophecies

3 The Turning of the Tide

4 The Cultural Credit of Reference to Reality

5 Fruitfully Philosophical

6 Credible Claims

7 Marketing as a Farewell to Reality?

8 Philosophical Puzzlement

9 Philosophy and Marketing

Part 1 Antirealism and Its Consequences

1 What Went Wrong With Reality

1.1 Theoretical Dilemmas

1.2 Postmodernism

1.3 No Reality, More Precisely

1.4 The Claim Challenged

1.5 “The Nietzsche Effect”

1.6 Problems with Reality

1.7 Irony, Constructionism, Relativism

1.8 From Reality to Genealogy

2 The Postmodernist Challenge to Realism

2.1 Epistemological Reservations: Realism as Inconsistence

2.2 Hermeneutical Reservations: Realism as Dishonesty

2.3 Political Reservations: Realism as Apologetics

2.4 Psychological Reservations: Realism as Weakness and Cowardice

2.5 Ethical Reservations: Realism as Irresponsibility

2.6 More Political Reservations: Realism as Violence

3 The Legacy and Consequences of Postmodernist Thought

3.1 Legacies

3.2 Ontophobia

3.3 Consequences of Ontophobia

3.4 Marketing and Postmodern Ontophobia

3.5 A First Glance

3.6 Experiential Marketing

3.6.1 Theoretical Innovations

3.6.2 EM and Ontophobia

3.6.3 Experiencing: A Philosophical Excursus

3.6.4 Experience Without Reality?

3.6.5 Experiencing Authenticity

3.7 Consumer Culture Theory

3.7.1 Liaisons Dangereuses

3.7.2 Proverbially Real

3.7.3 Bumps in the Carpet

3.7.4 Postmodernism for All?

3.8 Relationship Marketing

3.9 Service Dominant Logic

Part 2 The Significance of Realism

4 The Persisting Relevance of Reality

4.1 The Rehabilitation of Reality

4.1.1 Independence of Human Existence

4.1.2 Independence of Human Discovery

4.1.3 Independence of Perception or Experience

4.2 Arguments for the Existence of a Reality Independent of Human Perspectives

4.3 Truth without Thought and Language

4.4 Perspectival Reduction and Its Dangers

4.5 Non-Epistemological Ontology

4.6 Emergent Properties and Conventional Reality

4.6.1 The Main Points

4.6.2 Ontology and Epistemology in a Non-Kantian Scenario

4.6.3 Beyond Artefacts

4.6.4 More than Objects

4.6.5 Product Ontologies, Historical Ontologies

4.6.6 Ontological Dependence and Feedback

4.6.7 The 1961 Pink Chanel Suit

4.6.8 Products: Real and Fake

4.6.9 Emerging Layers

4.7 Perception and Its Significance

4.7.1 How Many ‘Perception’s?

4.7.2 Abandon Ship

4.7.3 Antirealist Arguments From Old Phenomenological Assumptions

4.7.4 The Terrible Twentieth

4.7.5 Perception Returns

4.7.6 One World Is Enough … for All of Us!

4.8 The Centrality of Objects

4.8.1 Things

4.8.2 From Ob-jects to Objects

4.8.3 Marketing and the Return of Objects

5 Marketing, Management, and the Return of Reality

5.1 Marketing and New Realism: Introductory Remarks and Thematic Clusters

5.1.1 Reality and Subjectivity

5.1.2 Reality and Value

5.1.3 Reality and Experience

5.1.4 Reality and Innovation

5.2 Case Study: Diffusione Tessile (Reality and Value)

5.2.1 Two Senses of ‘Perception’—A Friendly Reminder

5.2.2 Intrend and Perception Proper

5.2.3 The Real Features of Intrend

5.3 Case Study: Facebook and the Cambridge Analytica Scandal (Reality and Subjectivity)

5.3.1 Facebook’s Communication Strategy

5.3.2 Data Leaks and Social Reality

5.4.3 Data and Segmentation

5.4 Case Study: Is Venice Inauthentic and Fake? (Reality and Experience)

5.4.1 It’s Paradox Time!

5.4.2 Get a Grip

5.4.3 Inventing Authenticity?

5.4.4 Encountering Authenticity

5.4.5 The Asperities of Authenticity

5.5 Case Study: Food Farming Quality Certifications (Reality and Value)

5.5.1 A False Friend?

5.5.2 True … to Some Extent

5.5.3 (Not) A Matter of Conventions

5.5.4 Beyond Monadic Properties

5.5.5 A Place for Society

5.6 Case Study: Van Moof and Intelligent Bicycles (Reality and Innovation)

5.6.1 Thinner and Thinner?

5.6.2 It’s Me

5.6.3 Right Here

5.6.4 Bicycles in the Urban Environment

5.7 Case Study: Pallets, Affordances, and Invitation (Reality and Innovation)

5.7.1 Postmodernism. Or: Telling Only Half the Story

5.7.2 Three Postmodernist Insights

5.7.3 Realist(ic) Ontologies of Transformation

5.7.4 Unamendability and the Relevance of Perception

5.7.5 Affordances and Invitation

5.7.6 Realising Reality

5.7.7 A Realist Cultural Framework for Creative Reuse

5.7.8 Telling the Real Story

5.8 Case Study: Experimental Theatre (Reality and Experience)

5.8.1 In the Lion’s Den

5.8.2 Really Staged

5.8.3 The Realities of Fiction

5.8.4 Art: The Real Thing

5.9 Case Study: Threats and Co-Creative Opportunities in Media Fan Communities (Reality and Subjectivity)

5.9.1 One Last Walk on the Wild Side?

5.9.2 Ontological Challenges

5.9.3 Non-Contiguous Communities

5.9.4 The Object-Relatedness of Media Fan Communities

5.9.5 MFCs as Documental Platforms