In this article, marketing is considered a tool for performing the economy, a means
by which a particular economic and political ideology has been reproduced and
disseminated. Despite the early success of this project in improving and progressing
the quality of peoples' lives, it is doubtful that this progress can be
sustained in the 21st century. Marketing and its technologies are fundamental to
sustaining economic growth, yet the provision of more goods and services into the
marketplace–the provision of more choice–appears not to deliver
on its theoretical promise of making people happier with their lives. The source of
this discontent is examined from a psychoanalytical perspective.
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