Marketing: the whore of Babylon?

I. Robson, Jim Rowe

Research output: Contribution to journalArticlepeer-review

Abstract

In the Book of Revelation, the “whore of Babylon” is a metaphor for Satan. In applying this religious analogy to the current state and status of marketing thought, deliberately takes an anti-positivist and an anti-modernist stance, metaphorically replacing modernism and positivism with “The Mother of Prostitutes” (Rev. 17:5). Evaluates the applicability of the eschatological metaphor within the context of the current modernist/postmodernist debate. In using the analogy of the religious (essentially Christian) perspective of the end of the world, the analysis which follows utilizes biblical text and Christian concepts to illuminate and enhance the discussion.
Original languageEnglish
Pages (from-to)654-666
Number of pages13
JournalEuropean Journal of Marketing
Volume31
Issue number9
DOIs
Publication statusPublished - 1997

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