Tra vecchi Olimpi e post-moderni paradisi: il marketing come nuova mitologia? = Between old Olympians and post-modern paradise: marketing as a new mythology?

This paper aims to discuss whether or not marketing can be considered a post-modern mythology. For this reason, the main characteristics of myth are examined, even under a sociological point of view, as well as the conceptual evolution of “marketing”, under a managerial and historical perspective. As a result, marketing is proposed as a hermeneutic instrument, useful for a deeper understanding of our times, besides any ethical or psychological judgement.