Money is an evil that does good, and a good that does evil. It inspires hymns to the prosperity it enables, manifestos about the poor it leaves behind, and diatribes for its corrosion of morality. In The Wisdom of Money, one of the world's great essayists guides us through the rich commentary that money has generated since ancient times--both the passions and the resentments--as he builds an unfashionable defense of the worldly wisdom of the bourgeoisie. Bruckner begins with the worshippers and the despisers. Sometimes they are the same people--priests, for example, who venerate the poor from within churches of opulence and splendor. This hypocrisy endures in our secular world, he says, not least in his own France, where it is de rigueur even among the rich to feign indifference to money. It is better to speak plainly about money in the old American fashion, in Bruckner's view. A little more honesty would allow us to see through the myths of money's omnipotence but also the dangers of the aristocratic, ideological, and religious systems of thought that try to put money in its place. This does not mean we should emulate the mega-rich with their pathologies of consumption, competition, and narcissistic philanthropy. But we could do worse than defy three hundred years of derision from novelists and poets to embrace the unromantic bourgeois virtues of work, security, and moderate comfort. It is wise to have money, Bruckner tells us, and wise to think about it critically.
If our concern is to help wisdom to flourish in the world, then the central task before us is to transform academia so that it takes up its proper task of seeking and promoting wisdom instead of just acquiring knowledge. Improving knowledge about wisdom is no substitute; nor is the endeavour of searching for the correct definition of wisdom.
This book represents the work of some of the contemporary world leaders in marketing. The contributors are authors of a set of path-breaking books on marketing. To ensure sufficient depth of coverage, the contributors have taken the essence of their earlier books and combined it with their latest understanding and cases. This has served to enhance the content and put it in the readers' current context. It is common knowledge that keeping pace with the growing application of marketing requires a novel approach. With new ideas and nuances being discovered every day, it has become a real challenge for marketers and students of marketing to keep up to date on important contemporary marketing concepts. Given its unique approach and thoughtful curation, this book presents readers with diversity of perspectives along with a unique depth of thinking.