I’m not sure there is a reliable field called “marketing” today. Marketing itself can’t really reliably deliver the customer anymore. I’m thinking of marketing as mass marketing.
The key is the isolation of the subject (isolation of the person). There are relatively few really successful Arcades/Malls. Places of bourgeois display. Display of the goods, and shoppers wearing the goods while they shop for goods. People parking and displaying their car and lifestyle. Social places for display, like churches and other such places, are disappearing. These places were places of the possibility of some kind of human verbal communication too, however truncated.
Well we have the Internet. But the Internet more and more just offers the “take”. People can assemble a “movie set” of goods around themselves and then deliver some kind of clever take unrelated to the goods surrounding them. But the set can be “struck”, changed in order to produce another take. There is really no back and forth communication at all.
Human direct in-person social intercourse, and even business intercourse, are even seen as “friction”. Avoid this friction by “communicating” through the computer. You are given the pre-made “choice” of things and services that really is no choice at all.
The consumer-buyer wants more and more a life of “no friction”. No human contact. A “masturbatory” existence. The consumer good itself becomes ever more reified, and precious, in an almost sexual way. And all reification is a forgetting (Adorno), you don’t see the laborer-maker, the salesman, even the delivery person you don’t have to see them. All is preserved for “alone-time” and the ecstasy of the “unboxing” of the item and so on.
(This is actually the stripped down human being we are dealing with. Bare existence. See the “humans” in Samuel Beckett’s novels and plays).
So Benjamin’s Arcades, Adorno’s Culture industry seems to have largely passed to me. (I could be very wrong). I can’t help but think of Marcuse’s treatment of the death drive that could be activated if people are too rich, and too isolated. And whatever work Frankfurt school did on reification is still very important, I think.
[To get a feel for the Beckett-like character of our present world see, The necessity of art : a Marxist approach
by Fischer, Ernst, 1899-1972, author. Fischer was ahead of his time. So was Beckett. Ours is a world where humans merely “pass the time” until they die.]