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When Corporations Rule the World, 3rd Edition by David C. Korten

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CHAPTER 11Marketing the World

Whoever has the power to project a vision of the good life and make it prevail has the most decisive power of all. . . . American business, after 1890, acquired such power and . . . in league with key institutions, began the transformation of American society into a society preoccupied with consumption, with comfort and bodily well-being, with luxury, spending, and acquisition, with more goods this year than last, more next year than this.

—WILLIAM LEACH

Corporate executives dream of a global market made up of people with homogenized tastes and needs. . . . Logos on bottles, boxes, and labels are global banners, instantly recognizable by millions who could not tell you the color of the U.N. flag.

—RICHARD J. BARNET ...

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