Ultimatum of Pleasure

This book presents the "pleasure phenomenon" as the most important factor in individual and socio-cultural development. This study emphasizes the necessity of 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 and society.

Arsen Dallakyan, Karlen Dallakyan

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