Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, USA. He has published more than seventy books on media, popular culture, humor, semiotics and tourism. He was a Fulbright lecturer in Italy in 1963 and has lectured in countries such as Iran, China, Indonesia, Germany, and Argentina. He was elected to the University of Iowa School of Journalism and Mass Communication Hall of Fame in 2009.

Introduction: Martians and Marketing

Chapter 1: The Semiotics of Marketing: Selling with Signs

Chapter 2: A Psychoanalytic Approach to Marketing

Chapter 3: Sociological Theory: The Group Sells

Chapter 4: Marxism and Marketing

Chapter 5: The Anthropology of Marketing

Chapter 6: Marketing Memes: Antiquity and Modernity

Chapter 7: Marketing the Self

Chapter 8: Marketing Something: Advertising Cruise Tourism

Chapter 9: Marketing the President: Political Marketing

Chapter 10: Marketing to Millenials

Chapter 11: Marketing and Social Media

Chapter 12: Marketing Countries: Selling the USA

Chapter 13: Marketing Theory

Chapter 14: Ernest Dichter's The Strategy of Desire

Coda: Marketing and Martians

This book offers a cultural studies approach to marketing and advertising and shows readers how scholars from different academic disciplines make sense of marketing's role in American culture and society. It is written in an accessible style and has numerous drawings by the author to give it more visual interest.