ABSTRACT
The model of a consumer in modern society was of an individual who had needs, seeking to satisfy them in some rational order to improve his/her quality of life. Modernity made this quest for quality of life a central one, turning it into the project of modern society. Improving human lives by harnessing nature in the service of human needs through scientific technologies was a leitmotif of modernity. In many ways, then, the modernist project was a marketing project as modern marketing has come to be defined: Find out the needs of the markets (actual and potential consumer segments) and provide for these needs using the most efficient and advanced scientific technologies of product development, communications, promotion, distribution, and pricing.
