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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