ABSTRACT
This chapter situates the questions in the history, rationale, and mechanics of marketing, advertising, and branding. It establishes several core concepts, such as the notions of the "demographic" and the "niche market", that are used to identify and sell to consumers. Attention is given to different levels of cultural life, beginning with the cultural artifacts at hand. Understanding the complexities of these artifacts as processes and experiences necessitates an anthropological dimension and respect for the uses and reception of goods and practices. Even the demographic of children is becoming more integrated into the world of corporate ploys and marketing. The rise of Christians as a demographic and niche market must be understood vis-a-vis the history of religious marketing. Christian holidays themselves could be considered a form of religious marketing, as product differentiation against the pagan rituals occurring at the same time.
