The Ultimatum of Pleasure

This book is dedicated to the research of the "pleasure phenomenon" as the most important factor in individual and socio-cultural development. In a society of mass consumption, pleasure-having turned into a commodity and a means of manipulation-defines civilizational development. The authors theorize that the pursuit of pleasure can destroy one's self, culture, and environment. The recent rapid technological expansion has turned pleasure into a societal challenge.
This study emphasizes the necessity of intrinsic transformation of marketing in the 21st Century which would shift the focus from seeking pleasure to controlling desires in a way that would benefit self, society, and the world.

Arsen Dallakyan, PhD, is consultant of mass and consumer behavior, the author of six books and more than 100 articles.
Karlen Dallakyan, PhD, professor of the Law University, the author eight monographs and more than 150 articles. Dallakyan is a member of the association of environmental ethic (USA) and the author of conception multicultural environmentalism.

Introduction
Chapter 1: Pleasure and the vector of civilizational development
Chapter 2: Pleasure as a Catalyst For Development of Society
Chapter 3: Civilizational Threats of the Pleasure Paradigm
Chapter 4: On The Way to a New Paradigm
Conclusion