ABSTRACT
Chapter 10 shows how modern marketing was not limited to the physical transfer of products but involved the development of marketing devices that could create a stable relationship between buyer and seller while stimulating consumer demand and the flow of goods from producers to consumers. It will be shown how marketing practitioners anticipated later marketing strategies, such as customer relationship marketing and experience economy. The first section presents the strategies developed to implement relationship marketing on the basis of the cultivation of consumer goodwill and consumer loyalty to brands. The strategy developed in marketing circles to replace personal trust with corporate loyalty rested on the increasingly central role of consumption in the everyday life of people within consumer capitalism. The second section describes how marketing professionalism pointed to the systematic exploitation of the sensory, emotional and aesthetic dimensions related to goods, as well as the places and practices of consumption, to foster consumer demand. The last section describes strategies of business dramatization and the construction of pseudo-events, anticipating what would later be called the experience economy, by working through emotional and aesthetic re-enchantment via rationalization.
