Stephen Foster

répudiation du sens » (il émane désormais du lecteur et non plus de l’auteur) et la « négation du progrès » (réalisé au prix d’une régression sociale), en un mot une « crise de représentation ». Or le marketing n’est qu’affaire de représentation. Stephen Brown soulignait enfin justement que « très peu [au sein de la discipline marketing] sont prêts à dynamiter la tour de l’académisme marketing moderne, pour pouvoir jouer à cache-cache dans les ruines post-modernes ». Si l’on appliquait au marketing

we thank Catharine Carlin, our editor at Oxford University Press, with whom we have published previously. She deserves a very special thank-you for her support and graciousness in the handling of this book’s publication. A special thanks also to Stephen Holtje for many hours of work on this project. Most of all, we hope our eventual readers gain from reading our book in both enjoyment and intellectual stimulation, and perhaps even in their own personal lives. This page intentionally left blank

journalist he has been one of India’s hardest-working writers, like some of the other authors discussed in this volume he was not a particularly diligent student. But he was sent to good schools because he belonged to a wealthy family, going from St. Stephens College in Delhi to Lahore Government College (where one of his schoolmates was Faiz Ahmed Faiz, later to become a famed Urdu poet), and he left India in 1934 to study law at King’s College. While in England he encountered Kaval Malik, a girl he