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What can Marxism teach us about marketing? Is Communist thinking relevant when applied to a modern drink’s marketing strategy? The successful sale of white cider to people from poorer economic demographics has not gone unnoticed and many social commentators have criticised the manner in which the drink has been marketed. In a Capitalist system, should we expect all market opportunities to be exploited regardless of moral implications? What conclusions can be drawn when we apply Neo-Marxist thinking to the marketing of white cider, and its impact on the consumers it targets? In this audio collection The Open University’s Andrew Lindridge, Senior Lecturer in Marketing, uses this unique example to encourage the development of critical thinking skills.
Track 4: Neo-Marxism and prestige brands
Looking at market segmentation from a Marxist perspective
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Tracks in this podcast:
| Track | Title | Description |
|---|---|---|
| 1 | What is Neo-Marxism? | How does Neo-Marxism differ from our typical view of Marxism? Play now What is Neo-Marxism? |
| 2 | Marketing White Cider | What are the motivations behind the development of cheap alcohol? Play now Marketing White Cider |
| 3 | A Neo-Marxist perspective on White Cider | Is cheap alcohol developed in order oppress the vulnerable? Play now A Neo-Marxist perspective on White Cider |
| 4 | Neo-Marxism and prestige brands | Looking at market segmentation from a Marxist perspective Play now Neo-Marxism and prestige brands |
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